Two American beer brands are bringing an element of betting to a Super Bowl commercial. Miller Lite and Coor’s Light are facing off in what they are calling The High Stakes Beer Ad, and DraftKings Sportsbook will be helping with it.
This is the first time in several decades any beer company besides Anheuser-Busch has been allowed to advertise during the Big Game. For years, Anheuser-Busch maintained an exclusive deal with the NFL, which they opted not renew last summer. With the opportunity open, the two brands’ parent company, Molson Coors, jumped at it.
“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. “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.”
The free-to-play game that goes along with the commercial is hosted by DraftKings and will feature a series of questions about what kinds of things might happen in the ad spot. It is open to every state, save for Virginia, which means residents in non-sports betting states can take part.
Expect questions like:
- 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?
The contest boasts a $500,000 prize pool, with the winner claiming $100,000. Players can take part here.
“The NFL championship is one of the most highly anticipated sports games in the world, a true Americana event that garners tremendous engagement for the product on the field as much as the commercials that air during stoppages in play,” said Jay Danahy, Head of Brand Partnerships and Ad Operations, DraftKings. “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.”
This will be the second ad to air during the Super Bowl where viewers can profit depending on what happens in the commercial. FanDuel’s Kick of Destiny campaign will award Super Bowl bettors who placed at least a $5 bet on the site could win a share of $10 million if former New England Patriots tight end Rob Gronkowksi can successfully kick a field goal live during the ad spot.
This will also be one of two ads airing during the game featuring DraftKings. The sportsbook will air its own spot featuring spokesperson Kevin Hart.