As reported earlier on Blockchain Magazine, Miller Lite has entered the blockchain space, using the technology for developing its consumer-focused trivia game in association with Vatom Labs. The mobile game rewards eligible customers at specific vending establishments for correctly answering a few trivia questions. Looking at it, it seems like a simple marketing strategy. However, the game makes use of a crypto token and blockchain in a unique way, applying the asset and the distributed ledger technology to verify the participants and pay out the winners of the game. 

In a way, the new campaign seems like just another playful tactic for gaining consumers’ attention. “In order to reach drinkers in the on-premise in a new and innovative way, Miller Lite and Vatom Labs partnered together to create Great Taste Trivia, a 12-question trivia game served to the mobile phones of legal-age drinkers in bars and restaurants across the country,” said Lucy Bloxam, the associate marketing manager at Miller Lite. “If a player answers all 12 questions correctly, they [receive] a prize of $5 that can be used toward a Miller Lite.”

The trivia game by Miller Lite is a recent update to its “Know-Your-Beer” initiative, “an educational program that Miller Lite has been running in on-premise accounts for the past two years,” Bloxam added. The trivia game is only available until September 30^th this year. As for the campaign’s progress so far, and the future plans, she said:

“We’re still testing, and will evaluate future plans once the test ends, but early results are strong.”

Inner-Workings of the Game: An Overview

The underlying technology for the trivia game by Miller Lite is blockchain. “Having designed the experience with the need to authenticate and immediately reward players that complete the trivia game, Vatom Labs utilized its proprietary self-serve creative platform that leverages the blockchain at its core,” Vatom Labs noted in a press release on August 21^st published on PR Newswire. “By using SmartMedia [O]bjects, Vatom Labs is able to track activations, engagements and attribute the reward based on those outcomes and to the channel where the user was originally acquired.”

The game uses a kind of “non-fungible token” (NFTs), which are referred to as “SmartMedia Objects,” to provide “a robust experience including a game, social badges, rewards for virality, and ultimately to ensure that the $5 rebate coin the user receives upon winning the game cannot be counterfeited,” the press release read. It works in partnership with PayPal to redeem the NFTs for usable value. 

A non-fungible token is one that is ”interchangeable,” because every token is technically different, which makes it different from the easily exchangeable cryptocurrency.