Miller Lite is roasting one of their biggest competitors by giving away free beer whenever Michelob Ultra’s ad plays during the Super Bowl. Miller’s beef with Michelob comes from the latter’s promotion of its 95-calorie beer as a healthier alternative to Miller Lite’s 96 calories. But it’s making the case that one extra calorie is worth it. So when the Michelob ad airs on Sunday, Miller Lite fans are invited to type an 836-character URL into their search browser to score $8 for a signature six-pack.
This Sunday, you can watch Michelob Ultra’s expensive beer ad or you can get some Miller Lite on us. Your choice. pic.twitter.com/6MpMWoooFU
— Miller Lite (@MillerLite) February 1, 2021
The reasoning? Miller Lite claims that “burning one calorie is as simple as typing in a ridiculously long URL.” They’ll share the wealth via Venmo and cap the contest at the first 5,000 entries. Miller is “adamant” that fans physically type out the URL “to burn that single calorie difference,” so the brand is making it tricky to copy and paste the lengthy URL that will unlock the giveaway.