The Miller Lite beer brand of the Miller Brewing Company is opening the “Meta Lite Bar,” what it calls the first-ever brand-hosted virtual bar in the metaverse, in advance of the Super Bowl.
On Monday 7 February, the Meta Lite Bar opens on the Decentraland metaverse platform. In the metaverse, consumers use augmented and virtual reality technology to digitally engage with each other and their surroundings, with crossovers into the physical world.
Football’s biggest day is virtually here. Each year, millions of Americans huddle to watch the “Big Game” and enjoy some great-tasting Miller Lite. But why stick within the confines of the stadium (or your living room) when there’s a whole metaverse out there to explore? This year, Miller Lite is bringing game day and Miller Time where they’ve never gone before. Welcome to the Meta Lite Bar, and the only place you’ll catch Miller Lite’s “Big Game” ad.
Consumers age 21 and older will be able to virtually enter the Meta Lite Bar, which will offer an immersive, communal experience with interactive features and virtual pilsners. Interactive features will include darts, billiards, a photo booth for “meta-selfies,” a virtual jukebox, and digital instruments that customers can play on a virtual stage.
There will also be a “Virtual Cheers for Real Beers” promotional giveaway. Customers who pour a beer from the golden bar tap can follow the prompt to instantly learn if they won. From 7 February to 13 February, Miller says an average of 10 virtual patrons daily will win $500 in cash (not cryptocurrency).
