To highlight the difference between its own product and a product from a competitor, Miller Lite created a Ridiculously Long Calorie-Burning URL for the Super Bowl. The 836-character URL is "proven to burn the single calorie difference" between one beer that's 96 calories and another that's 95 calories.
On Game Day, beer drinkers are encouraged to manually type out the URL during Michelob Ultra's ad to claim a six-pack of Miller Lite on the brand. As the ad is designed to be typed so that the action alone burns calories, the brand is only releasing the difficult-to-copy ad only in the media as an image. A full-page newspaper ad can be found in the New York Times, as well as the Milwaukee Journal-Sentinel and St. Louis Post-Dispatch.