For Coors Light, a Night Out That Begins on MySpace

«The “Code blue” campaign, a collaboration among Coors Light agencies, is indicative of the growing interest in the new media among marketers outside the realm of technology products and services.

For example, the Paramount Pictures division of Viacom used Facebook to promote “Indiana Jones and the Kingdom of the Crystal Skull,” by offering visitors to the Web site a chance to send friends virtual gifts of the familiar Jones fedora. McDonald’s is hosting an elaborate game online (thelostring.com), tied to its sponsorship of the 2008 Summer Olympics.»
NY Times