Nowadays, you can’t watch a football game or any sporting event for that matter, without seeing a commercial for beer or gambling. Some broadcasts like SportsCenter even feature betting lines on the ticker at the bottom of the screen.
Molson Coors and DraftKings are raising the stakes for those tuning into the Super Bowl with a marketing campaign that allows viewers to bet on elements of an upcoming commercial for prize money, the companies said Monday.
Coors Light and Miller Lite announced their High Stakes Beer ad featuring a $500,000 prize pool, which is the largest for any free-to-play non-sport contest offered in DraftKings’ history.
Through Molson Coors’ agreement with DraftKings, fans have a chance to win money by predicting everything that will happen during the commercial.
Some of the elements of the commercial fans can bet on include which beer will be mentioned first, total number of beers, the type of dog that will be featured behind the bar, and how many people will have facial hair.
After a 30-year break, Molson Coors is returning to the Super Bowl. Perhaps a perfect time, as its light beer brands are showing strength in the market. Last year, Miller Lite and Coors Light combined for their strongest dollar share performance in over a decade and grew share of the total industry in Q4.
Fans have until Sunday, February 12 at 3:30PM ET to make their picks and win their share of the $500,000 prize pool.