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Despite crashing cryptocurrencies—uh, Bitcoin was down about 50% from its record high last November as of last week—brewers are going all-in on Web3 and the metaverse for the Super Bowl.
Here’s what we know so far: AB InBev’s Bud Light is dropping more than 12,000 NFTs ahead of a Super Bowl spot that is reportedly for the brand’s zero-carb beer, according to Ad Age.
- Token holders (the “community”) of the $399 NFTs will get access to benefits like “voting rights on future initiatives” such as branded merch, as well as rewards and “surprises.” The sale begins on February 6.
- VaynerNFT, which led Budweiser’s first NFT drop in November, created the collection. But the Super Bowl spot plugging zero-carb Bud Light Next is being helmed by Wieden+Kennedy.
- AB InBev’s chief marketing officer US, Benoit Garbe, told Ad Age that the commercial will reference the metaverse, because of course it will.
Miller Time: Though Molson Coors will be watching from the sidelines—AB InBev holds exclusive rights as the NFL’s official alcohol sponsor—Miller Lite is bringing its brew to the metaverse, specifically to Decentraland, a platform for buying and selling (*deep exhaustion*) digital land as NFTs.
Patrons that come to Miller Lite’s virtual bar within Decentraland will be treated to...an exclusive commercial shot specifically for it. Commenting on the stunt last week, Stephen Colbert joked that the brand’s new slogan is: “Now there’s a reason it tastes like nothing.”
Meanwhile: Details are still scarce about how actual crypto companies are tackling the game.—RB