Challenge
For years, beer brands have been shut out of the largest advertising event of the year, The SuperBowl, due to an exclusive deal with ABInBev - leaving smaller players like Miller Lite blocked out of football and marketing’s biggest night. We had to find a way to garner as many eyeballs as a Superbowl ad, but with something a fraction of the price.

Insight & Strategy
Miller Lite’s long standing brand platform is “It’s Miller Time.” Miller Time is anytime and any place that friends can gather and share a laugh and of course, a Miller Lite. And, in a world that offers friends the ability to gather in so many more virtual spaces from social media to Zoom calls to the Metaverse, that only opens up even more opportunities for Miller Time.

Solution
On SuperBowl Sunday, while ABInBev was running commercials on air, we were opening up the first bar, Meta Lite, in the Metaverse. Our Big Game commercial was only viewable during the game in our Metaverse Bar. The ad played on all of the classic beer commercial tropes, but most importantly, brought together friends in Decentraland for shared (virtual) beers.

The idea created a modern way to interact with a modern audience in a typically cluttered market. Visitors spent over 20 minutes at the Meta Lite bar, providing a digital space for people to interact and explore the brand in a new way. It was deemed the “most successful brand activation in metaverse history” inspiring other brands to break into the platform. We found a way to crack the Superbowl… without being in the Superbowl.