“Great Taste Trivia” is a 12-question trivia game served to the mobile phones of legal-age drinkers in more than 230,000 bars and restaurants across the country. A player who answers all 12 questions correctly wins $5 compliments of Miller Lite.
The game launched July 2. To date, a little over half of the prizes have been won.
The game was developed by Vatom Labs, using its proprietary self-serve creative platform that leverages the blockchain. Using SmartMedia objects, Vatom Labs is able to track activations, engagements and attribute the reward based on those outcomes and to the channel where the user was originally acquired.
“We’ve been looking for new and innovative ways to reach drinkers in the bar, on-premise,” says Lucy Bloxam, associate marketing manager for Miller Lite. “Great Taste Trivia allows Miller Lite to extend the success of Know Your Beer into the digital space. It’s new, it’s different, it’s engaging and it’s positioned to gamify drinkers’ time on-premise, helping make Miller Lite top of mind for the rest of the night.”
The new trivia game will appear in social media channels, select apps and browsers via a geotargeted media buy that will serve the game to users identified inside bars and restaurants. Others can grab the game via QR codes on posters and other point-of-sale materials inside bars and restaurants. The game will continue through September.
Once a user enters their email address and acknowledges they’re 21 or older, they’re asked to answer 12 trivia questions pulled from a question bank. Miller Lite will award 10,000 winners, who are limited to one $5 prize, which is instantly transmitted via Paypal.
The game, a form of promotion called “digital edutainment,” features a series of multiple-choice questions focused on beer and Miller Lite. What is unique about this experience is how it is leveraging NFTs (non-fungible tokens called SmartMedia Objects) to provide a robust experience including a game, social badges, rewards for virality, and ultimately to ensure that the $5 rebate coin the user receives upon winning the game cannot be counterfeited.
Moebius added, “We believe providing brands the ability to create engaging and immersive digital promotions and activation experiences that are backed by the blockchain is the next major upgrade required to usher in the new era of brand innovation.”