Want to burn a calorie? You don’t have to do it by drinking Michelob Ultra. Just type 836 characters.
That’s the gist of Miller Lite’s Game Day response to Michelob Ultra’s Super Bowl ad. The campaign reminds drinkers that enjoying a beer with more taste is worth the one extra calorie, and beer drinkers are encouraged to type the URL during Michelob Ultra’s ad on Sunday, February 7 to get a six-pack of beer on Miller Lite.
“For decades, Miller Lite has been known as the original great tasting and less filling beer,” said Sofia Colucci, Vice President of Marketing, Miller Family of Brands. “Through the years there have been many followers. And while yes, some others may have one less calorie, we know that everyone finds joy in something that tastes great.”
Miller Lite is adamant that consumers type in the URL to burn that single calorie difference, so in an unconventional marketing move led by DDB Chicago and San Francisco, the brand has opted to make it near-impossible to copy and paste. Instead, Miller Lite will only release the URL in the media as an image.
It kicked off its campaign this morning with a full-page ad in the New York Times, as well as the Milwaukee Journal-Sentinel and St. Louis Post-Dispatch, Miller Lite and Michelob Ultra’s respective hometown newspapers. In the coming weeks, consumers will experience the calorie burning URL across social, in print advertising, on major podcasts, and more.
Miller Lite will reward drinkers who complete the lengthy URL by awarding $8 via Venmo only on Sunday, February 7. Limited to first 5,000 entries. For more information, visit MillerLite.com and follow @MillerLite on Instagram, Twitter and Facebook.