Chicago-based MillerCoors brand Keystone Light developed new packaging that transforms into a game of “canhole.” The brand’s 18-, 24- and 30-pack “stones”--perforated circles that can be removed for play--become bags for a game of canhole used with the carton. The can dividers also feature canhole tournament brackets and tips and tricks from Keystone’s brand character, Keith Stone.
Canhole is part of a cross merchandising partnership Keystone Light has with Jack Links, whose 3-ounce bags of beef jerky can be used for tossing in the game. Special codes on Keystone Light 24-ounce single serve cans are designed to drive consumers to an online canhole game to compete against Keith Stone and Jack Links character Sasquatch. The online canhole game will be housed on the keystonelightbeer.com website allowing consumers to interact with Keystone Light and Keith Stone by playing a virtual game of canhole. Consumers will be able to play multiple opponents. Traffic will be driven to the site via on pack codes and social networks.