The premise of the Miller Challenge is simple: the more people drink Miller Genuine Draft during an NFL game at a bar, the more the Miller Meter Rises. When the meter becomes full, Miller is offered at half price for the entire bar. If this sounds too good to be true, it almost is. Since this would be just too easy, of course there's a catch—anytime there's a touchdown during a game, it will cause the Meter Miller to drop.
As well as adding to the excitement of the game, the meter brings another element of competition for sports fans to rally together for. In a packed sports bar, the Miller Challenge's meter should be able to fill up in no time, although football fans will probably be wishing for a low-scoring game.
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