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To build on its current campaign “Know Your Beer,” Miller Lite partnered with Vatom Labs to create a mobile blockchain-based trivia game that targets customers at over 230,000 bars and restaurants across the United States.

The brand is reaching these consumers digitally via apps, social channels and geotargeted media as well as through on-premise point-of-sale materials with QR codes. After users submit their email address and confirm they’re of legal drinking age, the 12-question trivia game begins. The first 10,000 players to answer all questions right will each receive a $5 cash prize via PayPal. Since the launch of Great Taste Trivia at the beginning of July, over half of the prizes have been awarded. Fans have until the end of September to participate in the game. By partnering with Vatom Labs on this campaign, Miller Lite also has the opportunity to track activations and engagement, giving the brand more detailed data to analyze and use in future campaigns.

Through this campaign, Miller Lite is leveraging the popularity of trivia in bars and restaurants while keeping in mind that most people are already on their smartphones while out socializing in these settings. Engaging with customers on-premise keeps Miller Lite top of mind and will more than likely influence their purchase decisions.