When going out for a drink with friends, there’s a couple of things you can almost always count on me having in hand: my license, my credit card and, of course, my camera-equipped iPhone. One brewery is taking advantage of these trustworthy accessories in an engaging new way.

Coors Brewing Company recently released Colorado Native, a craft beer that’s made out of 99.9% Colorado-grown ingredients. While the beer will have a low carbon footprint and attract craft beer enthusiasts, I’m most excited about Coors marketing plan for the drink.

Relying solely on social media and word of mouth efforts, the bottles also feature a ‘snaptag’ that consumers can take a picture of with their phone and send to a number that is provided on the bottle. Companies have previously featured snaptags in ads, but this is the first time it’s been used on a product.

After receiving the picture and asking for age verification, Coors will reach out to customers via text messages. Through asking questions about customers’ favorite outdoor activities and other related items, Coors will be able to contact customers with direct and targeted messaging.

Under most circumstances, I’d say that busy YAYAs wouldn’t take the time to send a picture in to a company and respond to text message questions. But in a social, drinking setting, I can imagine this becoming an extremely engaging, fun brand experience for this age group (that, is the 21-24 year olds, of course).

Since Colorado Native will only be sold in Colorado for the time being, I guess I’ll have to sit around and wait for them to make Missouri Native. I’ve got a feeling I’ll be waiting a long, long time for that one, though…

I come from a family that’s passionate about Toyota. Since birth I’ve been trained that it’s the only driving option, solidified by family heirlooms such as the 1989 Toyota Cressida that was passed down through three people in my family and finally bid adieu to in 2002. Not to mention the Rav4 that I currently drive, the Avalon my dad drives and the three Highlanders my mom, sister and brother drive.

So when Toyota’s big recall happened in January, did I run around in a panic, mortified that my favorite car company had tragically let me down? No. Far from it. If anything the backlash made me feel more passionate about my support for the company.

Like many YAYAs, brand loyalty is important to me, especially when it comes to products that I grew up watching my parents purchase. When one of our beloved brands goes through a difficult time we are going to stand behind the company, feeling confident that they’ll make it through.

Brand loyalists such as myself are becoming increasingly important in the age of social media. Instead of just talking to our closest friends about our love for a brand, we are flocking to Twitter and Facebook, telling the world about our support and becoming that company’s mini pr task force.

In the case of Toyota, the company has a long way to go before reaching recovery. February car sales having declined 10.6% and many dealers have seen their lots turn into ghost towns. However, with a strong pr campaign, an army of brand loyalists and thorough product inspections, I’m sure that they’ll come out of this crisis just fine.

Want to know more? Check out Ad Age’s recent report about social media and the “Cult of Toyota.” http://adage.com/article?article_id=142335).