Miller Lite, Rob Riggle Offer Fans a Chance to Win Cash and Beer for a Year With Creative Super Bowl Campaign
(Photo: Miller Lite)
On Monday, Miller Lite teamed up with comedian and actor Rob Riggle to announce that instead of running a TV ad during the 2024 Super Bowl, it’s going to run — like, literally run — 1,000 ads in the form of its fans.
The popular beer brand is producing 1,000 Miller Lite jerseys bearing QR codes and sending them to fans, who will be asked to wear the jerseys to promote Miller Lite as they “run” to get Miller Lite for themselves or their fellow watchers during breaks in the action.
To become a Miller Lite Big Game Ad, fans may sign up online at www.millerlite.com/runningofthebeerads/signup beginning Feb. 1.
The first 1,000 eligible fans will receive and official Miller Game Time Jersey, a Big Game Ad kit and $100 as thanks for their advertising.
On Feb. 11, during the Super Bowl commercial breaks, anyone with a jersey is encouraged to embark on their “beer runs” to advertise for Miller Lite. Anyone within close enough proximity to a jersey can scan the QR code on the jersey and register for a chance to win beer money.
The top five fans whose jerseys are scanned and entered the most during the game (one scan per person) will win beer for a year.
Miller Lite says that between the giveaways and the money paid to Big Game Ads, the brand is giving away $170,000 worth of beer money and other rewards.
Riggle appeared in an ad spot to promote the campaign:
“To me, Miller Time is game time and I’m stoked to bring more beer to fans during the Big Game with the official Running of the Beer Ads,” Riggle said in a news release. “I’ll be ready to run along fans during the commercial breaks – even if it’s just to grab my next Miller Lite and back.”
Registration to become a runner starts at 8 a.m CST on Feb. 1 and closes at 11:59 p.m. CST the same day.
“This is one of the largest beer selling moments of the year, and Miller Lite has a history of taking the spotlight in unexpected ways during the Big Game,” Ann Legan, vice president of marketing, Miller Family at Molson Coors, said in the news release. “Instead of appearing on the television screen, fans will be able to show up with Miller Lite during an iconic beer moment.”
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