Coors Light has introduced a clever marketing campaign with the launch of Coors Light Records, a fictitious record label designed to give one lucky fan an all-access, VIP experience at Montreal’s OSHEAGA Music & Arts Festival. The promotion is part of the brand’s Chill on Shuffle music platform. It circumvents Canadian advertising restrictions by humorously ‘signing’ a consumer as its first ‘artist.’ However, no musical talent is required to participate.

The winner of the Coors Light Records initiative will receive celebrity-level perks, including backstage passes, a meet-and-greet with headliner Shaboozey, premium festival tickets, first-class travel, professional styling, and exclusive entry to artist-only areas, along with the option to bring a guest. The contest is open from July 10th until July 23rd. It invites entrants to visit coorslightrecords.ca for a chance to live out a rockstar fantasy at one of Canada’s premier music events.

Image Credit: Coors Light