Molson Coors is teaming up with sports betting company DraftKings for its Big Game comeback. It may prove to be a marketing campaign like no other.
Titled “The High Stakes Beer Ad,” Molson Coors and DraftKings are together offering a grand total of $500,000 prize for a few lucky contestants in what is “the largest for any free-to-play non-sport contest offered in DraftKings’ history.” However, the ad itself has not been released. Instead, audiences have only been able to see a teaser spot.
The high stakes come by viewers guessing on specific parts of the upcoming ad in the form of multiple-choice questions and answers, from details like what the bartender will be wearing to more important aspects of the ad, such as which beer brand will be more heavily featured, Coors Lite or Miller Lite.
“The first ad you can play on DraftKings. Predict every detail,” states the teaser in a spot that frames the ad as a face-off between the two iconic beers.
“Molson Coors and DraftKings went to great lengths to keep the commercial’s outcome a secret, with multiple different endings filmed during the ad shoot,” stated Molson Coors in a press release. It was also noted that not even the CEO knows how the ad will end.
It looks like the American-Canadian brewing company is pulling out all the stops for the Big Game this year, especially as it has not been able to advertise during the Super Bowl in thirty years. AB InBev’s (in charge of Budweiser among others) exclusivity agreement with the NFL began in 1988 and ended at the end of 2022, opening the Super Bowl to competitors for the first time in decades.
“After being shut out of the Big Game for more than 30 years, we wanted to do something that had never been done before. By giving people a 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,” explained Chief Marketing Officer at Molson Coors, Michelle St. Jacques.
Ready to bet? Bets will be open to fans over the age of 21 in the United States (excluding Virginia) through the DraftKings app and website on February 12. Winners will be announced the following morning.