Coors is getting in on the consumer generated media bandwagon by inviting consumers to submit videos. The videos are supposed to convince the judges to award Super Bowl tickets to the winning contestants. The general idea seems to be to engage consumers or to increase their psychological involvement with the product.

http://www.nytimes.com/2008/01/10/business/media/10adco.html?_r=2&ref=business&oref=slogin&oref=slogin