Miller Lite is going to the Super Bowl in an unexpected way. It won’t be on TV. But it will run 1,000 ads and they will be involving. Miller Lite is putting QR codes on 1,000 MillerLite fans in the form of jerseys to wear as they run, to try get a Miller Lite for themselves or their friends during the Big Game commercial breaks, making them a literal running beer ad.
This how it works:
1. To become a Miller Lite Big Game Ad, fans have to do is sign up online here. The first 1,000 eligible fans will receive $100, a Big Game Ad kit, and an official Miller Game TimeJersey.
2. On February 11 during the Big Game commercial breaks, official Miller Lite Big Game Ads will begin its “beer runs”, advertising for Miller Lite via the Miller Lite GameTime Jersey.
3. Miller Lite Big Game Ads are then encouraging nearby fans to scan the QR code on their Miller Lite Game Time Jersey and register for a chance to get what they really want – beer money.
Those who don’t get a jersey can still play by spotting a Miller Lite Big Game Ad, scanning its QR code, and registering. On Feb 11, beer-lovers who see an official Miller Game Time Jersey can scan the QR code and register to unlock the chance to win beer money too. Between cash for Miller Lite and cash for the official Big Game Ads, Miller Lite is handing out up to $170,000 worth of beer money and other rewards throughout Big Game weekend and the days following.
Fans can visit here for more information and a chance to win. The top five fans whose jerseys get scanned and entered the most during the Big Game will receive beer for a year for having the most seen ads.
Miller Lite has partnered with actor, comedian, lifelong football enthusiast, and Miller Lite fan, Rob Riggle, to be its lead beer runner, encouraging fans to sign up and participate in Running of the Beer Ads.
Last year Miller Lite parent, Molson Coors released run another first-of-its-kind Super Bowl commercial. The interactive High Stakes Beer Ad allowed fans to engage in real-time betting, predicting which Molson Coors brands would be featured in the 30-second spot. Once aired, viewers got to enjoy an epic showdown between Miller Lite and Coors Light with an unexpected twist at the very end, revealing that it was a Blue Moon ad the whole time.
“This is one of the largest beer selling moments of the year, and Miller Lite has a history of taking the spotlight in unexpected ways during the Big Game,” stated Ann Legan, vice president of marketing, Miller Family at Molson Coors. “Instead of appearing on the television screen, fans will be able to show up with Miller Lite during an iconic beer moment.”
Credits
Creative Agency: DDB Chicago
Creative Directors: Aaron Willard & Patrick Almaguer
Art Director: Eddie Garcia
Copywriter: Aaron Andzik
Chief Executive Officer: Emma Montgomery
Director of Business Affairs: Kiska Howell
Head of Production: Matt Blitz
Executive Creative Director: Colin Selikow
Strategy Director: Ethan Scott
Business Director: Dee Dee Morrow
Strategist: Tom Zauberman
Account Director: Demi Kallis
Account Executive: Helena Haynes
Producer: Natalie Turner
Communications Planner: Michael Goldstein
Brand: Miller Lite
Vice President of Marketing: Ann Legan
