If you were ever wondering how many characters you need to type to burn one calorie, the answer is 836, and that is the premise behind Miller Lite’s campaign during the Big Game.
Miller Lite is asking people to type out a URL during Michelob Ultra’s commercial, on Sunday during the Big Game, for a chance to win cash and to burn one calorie. Why one calorie? That is the difference between the competitors 95 calorie Michelob Ultra and the 96 calorie Miller Lite.
If you type in the URL during their ad Miller Lite will Venmo winners $8, which is the cost of a six pack of Miller Lite beer, limited to the first 5,000 people.
Miller Lite is adamant that consumers type in the URL and has made the URL pretty impossible to copy and paste. Consumers must spell everything correctly to access the website. The company is only releasing the URL as an image and has already taken out a full page ad in the New York Times as well and the Milwaukee Journal-Sentinel and St. Louis Post-Dispatch. Consumers will see the 836 character URL in social media and print advertising.
“For decades, Miller Lite has been known as the original great tasting and less filling beer,” said Sofia Colucci, Vice President of Marketing, Miller Family of Brands. “Through the years there have been many followers. And while yes, some others may have one less calorie, we know that everyone finds joy in something that tastes great.”