Coors Light, owned by Molson Coors, launched “Chill Harder Pays Harder,” a program that will reward over 5,000 consumers with prize money for replicating the brand’s Chill Harder logo in creative ways ...

Instead of buying traditional ads, Coors Light will pay its biggest fans to create and showcase the brand's Chill Harder logo. How does it work? Coors Light will pay more than 5,000 drinkers to do ...