By now, you're probably aware of the cross-marketing coming on Super Bowl Sunday, where DraftKings has partnered with Molson Coors to offer a $500,000 pool based on guessing the content of “The High Stakes Beer Ad” featuring Coors Light and Miller Lite.
DraftKings is offering a free contest involving 12 multiple choice questions about the ad, and whoever gets the most correct answers wins $100,000. The top 2,825 contestants will all win something, but know this: As of this writing, and with 13 days to go, over 45,000 people have already entered the contest.
Still, even if it gets chopped up, there’s plenty of potential individual winnings, unlike in FanDuel's “Kick of Destiny” campaign, where $10 million in free bets will be split up among every one of the sportsbook’s customers who places a $5 wager on the Super Bowl (assuming Gronk can kick a field goal).
“Molson Coors and DraftKings went to great lengths to keep the commercial's outcome a secret, with multiple different endings filmed during the ad shoot,” read a press release announcing the gambit. “Molson Coors' CEO doesn't even know how the ad will end.”