By deciding against a Super Bowl commercial this year, Molson Coors brand Miller Lite has chosen a different approach, turning to its fans to serve as its advertisement. The brand’s “Running of the Beer Ads” program will enlist 1000 football supporters to sport the Miller Game Time Jersey, featuring a scannable QR code, during Super Bowl commercial breaks. Each QR code scanned offers a chance for consumers to win “beer money.”
This unusual Super Bowl campaign invites customers to register online from February 1 to receive the special jersey along with $100 and a Big Game Ad kit. On game day, February 11, the QR-coded jerseys will be donned while undertaking beer runs during commercial breaks. The jerseys can then be scanned by others for a chance to win a part of a $170,000 prize, alongside other rewards. Further encouraging participation, the five individuals whose jerseys get the most scans will receive free beer for a year.
To boost excitement for the campaign, Miller Lite has teamed up with actor and comedian Rob Riggle. He will serve as the lead beer runner and motivate consumers to sign up and partake in the campaign. This is a significant shift from last year’s strategy; this time, instead of airing a commercial, Miller Lite is relying on its fanbase to advertise during the big game.
Cost concerns are affecting several brands in their Super Bowl advertising strategy this year. With a 30-second commercial reportedly costing brands a sizeable $7 million, Miller Lite joins brands such as Heineken opting to sit out from traditional advertising during the game.
Source: Miller Lite’s QR code jerseys turn 1K Super Bowl viewers into beer ads.
