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.
What's Driving This Trend
- Interactive Advertisements
- Using interactive elements in advertising campaigns to engage customers and promote brand awareness.
- Gamification Marketing
- Incorporating game-like features in marketing campaigns to motivate customers to interact with a brand.
- Healthy Lifestyle Messaging
- Promoting healthy lifestyle choices and physical activity through marketing initiatives.
Who This Affects Most
- Alcoholic Beverages
- There is an opportunity to leverage interactive advertising and gamification marketing techniques to better engage with consumers in the alcoholic beverage industry.
- Fitness and Wellness
- There is potential to partner with the fitness and wellness industry to promote healthy habits through joint marketing campaigns and initiatives.
- Media and Entertainment
- Interactive ad campaigns and gamification techniques could be used to engage viewers and increase brand awareness in the media and entertainment industry.
