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What the hell is an Unlockzie? Modelo drops a new beer cooler to inspire

So you’re probably wondering…What the hell is an Unlockzie?

Modelo Especial is a Mexican beer that has been around for almost 100 years.  In 2013, it began to make more of a blip on the radar as Constellation Brands acquired the rights to import and market. 

In 2018, Modelo began to make some power moves.  During this year, it replaced Bud Light as the official beer of the UFC and established itself as the best-selling import in America.  Their ascent continues to see a bullish trend as they recently became the official beer sponsor of the College Football Playoffs.  

Modelo is a pilsner-style lager that has low-key been a quality tasting beer for years, but since they really started to push marketing with their “fighting spirit” campaign, they have experienced rapid growth and is now the second most sold beer.

Modelo has already partnered with the New York Giants, Las Vegas Raiders, Chicago White Sox, Golden State Warriors, and the LA Galaxy.  With their most recent deal replacing Dos Equis as the official sponsor of the College Football Playoffs, they are expanding their reach into the college crowd.  

The growth has been going so well with reaching new consumers that Modelo tripled the size of their investment in advertising from $300,000 last year to $925,000 this year. 

The “Fighting Spirit” campaign has been effective to say the least, and quickly accelerated them right past up-and-coming, and elevated them to a top dog. Greg Gallagher, Vice President of Brand Marketing at Modelo, had this to say:

“Championing the Fighting Spirit is at the center of everything we do at Modelo. Sports, in particular, is a space where this mantra comes to life given the presence of the Fighting Spirit on the field, among teams, players and the passion of college football fans. Joining the roster as Official Beer Sponsor of the College Football Playoff, Modelo is capitalizing on the opportunity to build our football fanbase and create a lasting connection with drinkers who bring their own unique Fighting Spirit to each and every game day on a national level.”

They are killing the game right now and they launched the first College Football activation Unlockzie, which is a play on a beer koozie.  This is what Greg Gallagher had to say about their new integration.

As Modelo worked on developing the technology behind the Unlockzie, it was a natural fit to introduce the promotion at the same time we announced our partnership with the College Football Playoffs. The idea was to take something ordinary that football fans already use, like a cooler to keep their beer cold, and add technology to create a unique experience that will last all season long. For us, the Unlockzie is a way to tap into the excitement of fans this season.”

The Modelo Unlockzie is here

When Modelo drinkers use their mobile device to scan their beverage inside of the Unlockzie beer can cooler, it enables their eligibility to win prizes – one of which includes a trip to the national championship game. 

The fighting spirit has propelled a low-key, under-the-radar beer to a high-key powerhouse.  

Step-by-step on how the Unlockzie beer can cooler works:

  • Simply slide a 12 oz. can of Modelo Especial into the Unlockzie and line up the Modelo seal on the can with the opening. 
  • Visit and scan the completed Unlockzie image.  
  •  The Unlockzie can be scanned with a Modelo can every week during the college football regular season for a chance to win. 

Click here to get yours today. Drink responsibly.