From Molson Coors & Nick Kindelsperger,
✓ Miller Lite and the ESPN Fantasy app want to, finally, give fantasy football losers the glory (and public roasting) they deserve
✓ The “losers” will get their photos plastered on billboards across the country and on social media
✓ They will also get free Miller Lite merch and a cash prize
With pro football’s regular season winding down, fantasy football fans know that the real fun begins as the playoffs start. The winner of each league may get all the glory, but finding creative ways to roast the person in last place is big right now, with some imaginative punishments going viral on social media.
“A major part of fantasy football is playfully punishing the friend who came in last place,” says Molly Long, marketing manager for Miller Lite. “That’s something unique and fun about fantasy football. If you come in last, you might get some cheeky punishment. This year we wanted to get in on that.”
Miller Lite is once again partnering with the ESPN Fantasy app, the top-rated fantasy football league in the U.S., for the sweepstakes.
“We're issuing a call to all ESPN Fantasy Football teams to show your last place friends how much you love them by putting them in our ads,” says Long. “The kicker? The photos will be embarrassing, and the ads will be national, making it the ultimate way for fantasy teams across the country to razz their friends.”
It’s not all bad news for those in last place. Along with the good-natured public humiliation, the “losers” will also receive free Miller Lite merch and a $500 cash prize that they can put towards a party.
“So even if you lose, you can win beer money for a party or next year’s fantasy draft,” says Long.
Miller Lite will feature the photos on its social channels and on billboards in certain cities.
To enter, you must be the league manager of an existing ESPN Fantasy Football league, and all members must be over 21. The league’s manager can submit the last-place person in the ESPN Fantasy app or by clicking here. The contest is open to enter until January 5.
To get the word out, Miller Lite has a homepage takeover on the ESPN Fantasy app, along with digital banners running on ESPN.com. There will also be support for the program on the brand’s social media and a billboard is already up at Impact Field in Rosemont, IL, located just outside of Chicago to promote the program.
Miller Lite and sports
It’s been a busy year of celebrating sports for Miller Lite. Earlier this year it launched its modern “Great Taste, Less Filling” campaign, which included the return of the Miller Lite All Stars featuring some of the biggest retired names in pro football, baseball, basketball and soccer. Last week, the brand also announced a partnership with boxing promoter, Top Rank.
“It’s important for Miller Lite to have our consumer’s passion points as foundation for the brand, with sports being a key pillar,” says Long. “We like to get involved in all the ways that they’re enjoying sports, from airing ads during big moments like college basketball’s tournament to offering a sweepstakes to attend pro baseball’s all-star weekend. For football, it centers on showing up with our 18 powerful alliance partners in stadium and in-store and reaching all types of football fans through key media partnerships like this one with ESPN.”
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