Molson Coors to air High Stakes Beer Ad with $500,000 at stake for viewers
Its partner DraftKings will fund this unique ad, announcing the beer giant’s return to the Super Bowl after 30 years.
Molson Coors, a beer giant, will host a first-of-its-kind High Stakes Beer Ad, where audiences will gamble for the chance to win real money during the TV commercial. Through Molson Coors’ partner DraftKings, fans will be given a free chance to win big – by predicting every detail of what will happen during the TV spot.
The High Stakes Beer Ad has a $500,000 prize pool, which is by far the largest free-to-play (F2P) event ever offered by DraftKings. This is Molson Coors’ first Super Bowl ad in over three decades.
Molson Coors CMO Michelle St. Jacques commented: “After being shut out of the big game for more than 30 years, we wanted to do something that had never been done before.
“By giving people the chance to predict every detail of the ad before it even runs, we’re bringing our fans along for the ride and getting them just as excited about our return to the big stage as we are.”
Molson Coors has previously been shuttered from advertising during the Super Bowl due to a competitor’s exclusivity agreement, which lapsed this year. The brewer is now determined to ‘make its return count,’ by offering this F2P game to every DraftKings customer over 21 years of age the chance to win.
DraftKing Head of Partnerships and Ad Operations Jay Danahy commented: “The NFL championship is one of the most highly anticipated sports games in the world… We are thrilled to be working with Molson Coors on an innovative F2P game leading into the big game that we believe will delight the hard-core skin-in-the-game sports fan, as well as casual fans tuning in for more than just the main event.”
Molson Coors and DraftKings went to great lengths to keep the commercial’s outcome a secret, with multiple different endings filmed during the ad shoot. Even Molson Coors’ CEO doesn’t know how the advert will end.
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