From 20 January Miller Lite rolled out a socially-led, PR-supported teaser campaign to promote the fact that the beer brand is building a bar in the metaverse to connect with fans during the 2022 Super Bowl.
On that sacred Sunday in February, the first big game ad will air in the Metaverse. More info coming soon. pic.twitter.com/qXZ6Kv9Yqs
— Miller Lite (@MillerLite) January 20, 2022
The virtual bar experience, which will also act as the exclusive venue for Miller Lite’s ‘Big Game’ ad, will open on in Decentraland.
The metaverse experience is being created in harness with agencies DDB Chicago and DDB San Francisco.
By creating a classic virtual bar, the beer brand will also aim to reduce confusion around the metaverse by bringing new adopters into a familiar and comfortable digital setting and while the brand has yet to reveal full details about the initiative reports state that Miller Lite will offer rewards to digital patrons at the virtual bar.
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Of course, one of the benefits of this approach is that it enables to brand to PR that it is part of the hottest ad industry trend, while another is that it won’t have to stump up $6.5m for a 30-second Big Game ad slot on NBC.
Which, of course, it can’t do anyway as rival and official NFL partner Anheuser-Busch InBev holds the exclusive rights in the beer category for the Super Bowl. Indeed, this lockout has meant competitors like Molson Coors have had to search for other media platforms and regional markets to leverage the Super Bowl.
Indeed, last year Molson Coors’ Super Bowl ambush stunt saw Coors Light induce people into dreaming about imagery associated with the brand by showing them a stimulus film and then playing an eight-hour soundscape as they slept.
Miller Lite’s decision to enter the metaverse via Decentraland rather than rival Roblox is largely due to the latter largely catering to younger audiences. An approach used by Atari last year when it opened a casino adult-experience in Decentraland.
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