Miller Lite Stages Blockchain-Powered Mobile Game

MillerCoors' Miller Lite recently teamed with Vatom Labs to launch a mobile, blockchain-enabled trivia game.

Running July through September, the "Great Taste Trivia" game will award 10,000 winners $5 (redeemable via Paypal) for correctly answering 12 trivia questions related to beer or Miller Lite. The mobile trivia game will appear in social media channels, select apps and browsers via a geotargeted media buy that will serve the game to users identified inside 230,000 bars and restaurants. Others can also access the game via QR codes on posters and other point-of-sale materials inside bars and restaurants, according to a press release from Vatom Labs.

"We've been looking for new and innovative ways to reach drinkers in the bar, on-premise," said Lucy Bloxam, associate marketing manager for Miller Lite, in the release. "Great Taste Trivia ... [is] new, it's different, it's engaging and it's positioned to gamify drinkers' time on-premise, helping make Miller Lite top of mind for the rest of the night."

Having designed the experience with the need to authenticate and immediately reward players that complete the trivia game, Vatom Labs used its proprietary self-serve creative platform that leverages the blockchain at its core. The game relies on Vatom’s blockchain solution to track activations, engagements and attribute the reward based on those outcomes and to the channel where the user was originally acquired. The firm also uses NFTs (non-fungible tokens called SmartMedia Objects) to ensure that the $5 rebate coin the user receives upon winning the game cannot be counterfeited.  

"Today, brands are looking for innovative and new ways to activate and engage their existing customers and acquire new customers," said Tyler Moebius, co-founder and chief executive officer of Vatom Labs. "We have built a powerful brand activation platform that leverages a new blockchain enabled SmartMedia object that is highly-programmable and able to deliver real tangible value from the brand to the consumer — like $5 to their PayPal account — that remains a simple mobile experience. Users see a fun, engaging game where they can kill time, share the experience with friends, earn more ways to play and win a $5 instant prize."