Chicago-based Molson Coors Beverage Co. unveiled a Coors Light and Miller Lite “big game” commercial with real money on the line.
Through Molson Coors’ agreement with DraftKings, fans have a free chance to win big money by predicting every detail of what will happen during the beer giants’ commercial — the first Super Bowl ad in more than 30 years, the company notes. The High Stakes Beer Ad’s $500,000 prize pool is the largest for any free-to-play non-sport contest offered in DraftKings’ history, it says.
“After being shut out of the ‘big game’ for more than 30 years, we wanted to do something that had never been done before,” said Michelle St. Jacques, Molson Coors’ chief marketing officer, in a statement. “By giving people the chance to predict every detail of the ad before it even runs, we’re bringing our fans along for the ride and getting them just as excited about our return to the big stage as we are.”
Jay Danahy, head of brand partnerships and ad operations for DraftKings, added: “We are thrilled to be working with Molson Coors on an innovative free to play game leading into the ‘big game’ that we believe will delight the hard-core skin-in-the-game sports fan, as well as casual fans tuning in for more than just the main event.”
Through the free-to-play High Stakes Beer Ad pool on DraftKings, Molson Coors is offering every-legal-drinking-age big-game viewer who enters to make free picks, including:
• Which beer is mentioned first?
• Total number of beers
• What type of dog is pictured behind the bar?
• The number of people with facial hair
• What is the bartender wearing?
• Will the Coors Light Silver Bullet Train show up?
This moment comes at a time when Molson Coors’ light beer brands are showing strength in the market, it says. In 2022, Miller Lite and Coors Light combined posted their strongest dollar share performance in more than a decade and grew share of the total industry in Q4, the company notes.
Fans 21 and older across the United States (excluding Virginia) can participate for free in The High Stakes Beer Ad through the DraftKings app or by visiting www.draftkings.com/highstakesbeerad and signing up for an account if they do not already have one, up until Sunday, Feb. 12 at 3:30 ET.
Winners are expected to be announced the following morning and receive their share of the $500,000 total prize pool, the company says.
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