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Coors Banquet Goes Big for Reno Rodeo 100th Year

Arc and Coors Banquet invite people to put their rodeo skills to the test with AR game.

The annual Reno Rodeo is known as the wildest, richest rodeo in the west—and in 2019, it’s celebrating 100 years of action, spectacle and competition.

As a Reno Rodeo sponsor and diehard fan for nearly 40 years, Coors Banquet wanted to do something big to match the centennial motto: “It’s a Big Damn Deal.” We tapped the rodeo’s biggest event, bull riding, for inspiration—taking the thrilling, visceral excitement of the sport and turning Coors Banquet into a gateway for people to engage in the excitement themselves with an all-new AR experience.

Through QR codes and POS triggers, the Coors Banquet’s Bucking Bull game transforms bar tops, tabletops and backyards into the Reno Rodeo grounds, allowing users to pick a space to drop their bull and play the game, scaling the experience to the size of the surface they choose. Following a series of prompts, Coors Banquet drinkers and aspiring rodeo riders try to keep their balance on the bull and stay in the competition for 8 seconds or more. Players can also send out challenges with a photo of their gameplay and compete for a spot atop the leaderboard, staying engaged in the Reno Rodeo experience for even longer.

Coors Banquet is truly the rodeo beer, and for the Reno Rodeo’s biggest year yet, the brand brought the experience to life for people everywhere.

June 27, 2019