In collaboration with DraftKings, a sports betting platform, Molson Coors has created a Super Bowl teaser video “The high stakes beer ad,” to celebrate its first Super Bowl marketing campaign in more than 30 years.
To make things interesting and increase engagement, the beer brand wants fans to bet on the details of the ad which is yet to be released. Fans can predict small details from the ad, including:
- Who will be mentioned first between Coors Light and Miller Lite
- What clothing the bartender will be wearing
- The breed of the dog that will feature in the ad
This move comes after its biggest rival Anheuser-Busch InBev announced in June last year that it would terminate its 33-year agreement with the NFL that made it the sole alcohol advertiser during the Super Bowl. The company intends to run a 30 minutes ad during the game this year. However, Molson Coors is planning to create an unforgettable commercial that cuts through the noise according to Michelle St. Jacques, chief marketing officer for Molson Coors.
The largest prize pool offered in DraftKing’s History
The prize pool of $500,000 the brands are offering is the largest for any free-to-play non-sport contest ever offered by DraftKings.
Fans who will participate in the betting will receive multiple-choice questions. This is as seen in a new teaser video for the ad, dubbed with a soundtrack and sound effects that could have been lifted directly from a Marvel film.
The teaser also captures the campaign as a battle between Coors Light and Miller Lite, possibly to capitalize on the competitive nature of sports betting – and, of course, the Super Bowl itself.
Molson Coors Displays a competitive spirit in the teaser video
The theme of the inter-beer competition is fairly evident, in the teaser video. The question “Who wins the big game commercial in the end?” has four choices. Two of them are Coors Light, and Miller Lite, while the other two are not clear.
Molson Coors and DraftKings have gone to great lengths to keep the commercial’s details. There are multiple different endings in the ad shoot, and not even the CEO of Molson Coors knows how it ends.
The first-ever Big Game ad giving fans real money
Following InBev’s exclusivity agreement with the NFL, Molson Coors has not advertise during the Super Bowl for the last 33 years. But that agreement expired at the end of 2022, allowing other beer brands to participate. Molson Coors has chosed to do so with a new, carefully veiled advertisement. It describes this ad as “a first-of-its-kind Big Game commercial with real money on the line.”
“We wanted to do something unprecedented after staying out of the Big Game for more than 30 years,” says St. Jacques. Allowing fans to predict the details of the advertisement will bring fans along in the company’s comeback celebration.
Who can participate in the Super Bowl betting by Molson Coors?
Bets will be available to fans who are 21 years of age and above across the United States, except Virginia. Participants will access them via the DraftKings app and website. They will stay open until 3:30 pm on gameday on February 12. The company will announce its winners the following morning.