Monterrey, NL- Molson Coors is partnering with online sports betting company DraftKings on a marketing campaign that allows viewers to bet on the beer company’s upcoming Super Bowl commercial.
The partnership marks Molson Coors’ return to the Super Bowl after a 33-year hiatus, according to the company.
Molson Coors, which makes Coors Light and Miller Lite, had been unable to advertise during the game since 1989 due to an exclusivity agreement between AB InBev and the National Football League.
The deal is up in 2022, and Molson Coors is making a splashy return to the event with an ad campaign that leads specifically to its Super Bowl ad, CNBC reported.
Molson Coors and DraftKings are offering viewers a share of a $500,000 prize pool for correctly predicting the content of the brewer’s commercial, dubbed “The High-Stakes Beer Ad.”
It is the largest prize pool of any free non-sports contest offered in DraftKings history, according to a statement.
Michelle St. Jacques, chief marketing officer for Molson Coors, said, “By giving people the opportunity to predict every detail of the ad even before it runs, we’re taking our fans on a ride and getting them excited about our return to the great stage as we are”.
According to a new announcement trailer, fans ages 21 and up will be able to place bets through their DraftKings accounts on multiple-choice questions like “Which beer is mentioned first?” during the Super Bowl commercial.
Details of the outcome of the commercial are being kept under wraps, the brands said. Multiple endings have been filmed, and even the CEO of Molson Coors doesn’t know how the commercial will end, they said.
For Molson Coors, the association takes advantage of the growing popularity of sports betting. Through the first 11 months of 2022, mobile sports gaming and casino revenue hit a record $54.93 million, according to the American Gaming Association.
