Molson Course and Kings Quality
Molson Course Cooperates with the online sports betting company Kings in a marketing campaign that allows viewers to place bets on the beer company’s upcoming Super Bowl ad, the companies said Monday.
The partnership marks Molson Coors’ return to the Super Bowl after a 33-year hiatus, according to the company. The company said Molson Coors, which makes Coors Light and Miller Lite, has been unable to advertise during the game since 1998 due to an exclusive agreement between parent company AB InBev and the National Football League. That agreement expires in 2022, and Molson Coors is making an impressive return to the advertising event with an ad campaign that leads specifically to its Super Bowl location.
Dubbed the “High Stakes Beer Commercial,” Molson Coors and DraftKings said they are offering viewers a piece of the $500,000 prize pool to correctly predict the contents of the beer commercial. It’s the largest prize pool of any free, non-sports competition offered in DraftKings history, according to a Molson press release.
“After being left out of the big game for over 30 years, we wanted to do something we’d never done before,” said Michelle Saint. Jack, chief marketing officer for Molson Coors, in a statement. “By giving people the opportunity to predict every detail of an ad before it even comes out, 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.”
According to a new teaser for the announcement, fans 21 and over will be able to place bets through their DraftKings accounts on multiple-choice questions like “Which beer was mentioned first?” during a Super Bowl ad. The contest ends at 3:30 p.m. EST on the day of the game, and winners are expected to be announced the next morning, the company said.
The brands said details of the commercial’s outcome are being kept under wraps. Many different endings have been filmed, and even the CEO of Molson Coors doesn’t know how the commercial will turn out, they said.
For Molson Coors, the partnership benefits from the growing popularity of sports betting. During the first 11 months of 2022, mobile casinos and sports games had revenues of $54.93 billion, according to the American Gaming Association.
“This behavior is everywhere,” Sophia Colucci, vice president of global marketing for Miller Family of Brands, said in an email to CNBC. “It’s part of the culture, and so are our brands. Since we’re already celebrating a historic moment by coming back 30 years later, we might as well make history twice by introducing the first-ever high-stakes ad where people can predict every detail.”