Golden, CO: The Coors Brewing Company has launched its new "Who Wants it More" Super Bowl ticket promotion. The effort represents a number of firsts for the country's third-largest beer brewer.

The promotion is the company's first foray into the world of consumer-generated content, and it could provide CarryOn Communications, its new AOR for brand PR, with its first task.

Coors is asking of-age drinkers to submit videos explaining why they should be selected for a ...