One of the most popular events at the National Press Club bar is Pub Quiz.
Now, Miller Lite has taken that national – with a digital twist. Great Taste Trivia, 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. If a player answers all 12 questions correctly, their prize is $5 that can be used toward a cold Miller Lite.
“We’ve been looking for new and innovative ways to reach drinkers in the on-premise,” says Lucy Bloxam, associate marketing manager for Miller Lite. “By capturing these moments and gamifying drinkers’ wait, we’ll help make Miller Lite top of mind for the rest of the night.”
The 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 access the game via QR codes on posters and other point-of-sale materials inside bars and restaurants. The game will begin July 1 and 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 pool of 50. Miller Lite will award 10,000 winners, who are limited to one $5 prize, which will be 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. Sample questions include: “Which glass bottle color will keep your beer safe from the sun?” “What main ingredient of beer most impacts its color?” and “How many grams of sugar are in a Miller Lite?”
“Yes, it’s advertising, but it’s not advertising in a way that’s super overt and annoying. It’s meant to be interesting, fun and educational,” Bloxam says.