Coors is taking beer fans on a unique treasure hunt in Colorado this weekend that is part “Smokey and the Bandit” and part Forrest Fenn. At stake is a vintage ‘77 Pontiac Firebird, similar to the one driven by Burt Reynolds in the iconic film, and a year’s supply of beer.
The brand will launch the adventure via email on June 11, when the first clue will be sent to all that pre-register. Each hint poses a question that leads to the next tip until the fifth and final clue reveals a secret hiding place containing keys to the classic automobile and a year’s worth of beer. Coors fans that don’t live close enough to Colorado to participate can vie for a 12-month supply in an online competition.
The treasure hunt is part of the brand’s new “Stolen, Smuggled and Sought After” campaign, featuring noir films and memorable stories.
As noted in the press release, Coors has a legacy of loyal, A-list celebrity affiliations: Marilyn Monroe is said to have enjoyed Coors on set, Dean Martin is seen drinking it on film, actor Paul Newman voiced his opinion regularly, rocker Keith Richards kept a supply with him on stage, and President Gerald R. Ford smuggled the beer into the White House.
Demand for the brand reached a fever pitch due to licensing issues that made Coors illegal east of the Mississippi River until 1976. This fact lies at the heart of “Smokey and the Bandit,” a must-see film and the second-highest-grossing ($126.7 million on a $4.3 million budget) of 1977 after Star Wars. The movie features Jerry Reed on the classic soundtrack and playing the Bandit’s truck-driving sidekick, Snowman, alongside the antics of legendary comedian Jackie Gleason in hot pursuit of the duo across states.
Similar to the situation faced in the film, those looking for keys in Colorado this weekend will have “a long way to go, and a short time to get there.” Fortunately for the treasure hunters, Buford T. Justice is not likely to be seen chasing them on the highway.