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(Courtesy Miller Lite)
And even though Miller Lite won’t be showing up at this year’s Super Bowl, it’s inviting beer fans to become human beer ads and win serious beer money.
Instead of showing up on a TV screen, 1,000 eligible fans will get $100 and a Miller Game Time Jersey to become living Miller Lite billboards in a program that brand is calling the “Running of the Beer Ads.”
“They’ll wear the Miller Game Time Jersey as they go for a beer run, maybe to get a Miller Lite for themselves or their friends during the big game commercial breaks, making them a literal running beer ad,” says Michelle Nagel, senior marketing manager for Miller Lite told Beer & Beyond.
The jersey also has a prominent QR code and an invitation to “Scan for Beer” emblazoned on the front that allows others to scan for the chance to unlock free beer money. And the five fans that get the most people to scan their QR code will win free beer money for a year.
And who doesn’t want that?
To inspire fans to join in, Miller Lite has teamed up with actor, comedian, football enthusiast and beer fan Rob Riggle in this amusing ad.
“To me, Miller Time is game time and I’m stoked to bring more beer to fans during the big game with the official Running of the Beer Ads,” said Riggle. “I’ll be ready to run along fans during the commercial break – even if it’s just to the fridge to grab my next Miller Lite and back.”
To participate, fans aged 25 can go HERE on Feb. 1 from 8 a.m. CST and to 11:59 p.m. CST.
The first 1,000 eligible Miller Lite fans to sign up will receive a kit containing instructions, $100, a runner sticker and a limited-edition Miller Game Time jersey with a QR code on each side. Five fans will win free beer money for a year by getting the most people to scan the code. Folks who scan the code can win beer money, too.
“We’re not asking for people to run through the streets,” Nagel added. “But whether you’re watching at a friend’s house or your neighborhood bar on Feb. 11, try to get everyone to scan your QR code.”
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