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The Best Beer Schwag Ever?

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Beer companies come up with plenty of fun, branded giveaways, but this is the first thing I’d covet beyond St. Patrick’s Day: New K2 skis and snowboards feature a Coors graphic that’s cold-activated. Yes, you read that correctly.

Just like cans of Coors, which use thermochromic ink to make the label’s mountains turn blue in cold temperatures, these boards also issue a call to action. Only instead of telling you your beer’s cold enough to drink, they cue you to hit the slopes.

You can score these hilarious skis and snowboards for yourself—maybe—through a contest offered through April 30, 2013. Enter by visiting the Coors Light Facebook page (and “liking” it, of course), or by participating in text-to-win promotions. And check out your local liquor store for details, since Coors Light and Coors Banquet are rolling out contest marketing materials through key retailers.

If you don’t win Coors Light skis or a Coors Banquet snowboard, you might pick up a K2/Coors backpack, sweatshirt, hat, or koozie—which are more in line with the beer circuit’s standard-issue promotional givaways. But you could also end up going to Kamp K2: This expenses-paid, four-day trip to Crystal Mountain, Washington promises plenty of powder and a guaranteed good time regardless of the planks you’re riding.

But can you imagine how many comments you’d get from random strangers should you show up at the resort with cold-activated graphics on your skis or snowboard? The doodles on everyone’s topsheets are always a hot topic for conversation—but this would trump all. You can decide if that’s a good thing—or not.

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