With AB-InBev still holding exclusive rights to advertise alcohol during The Big Game, the DDB team found yet another unexpected way to create some noise for Molson Coors. This Super Bowl, instead of running an ad, DDB Chicago and Miller Lite crack a cold one in the metaverse. Welcome to the Meta Lite Bar, the first-ever brand hosted bar in the metaverse and the only place you’ll catch Miller Lite’s “Big Game” ad. Fans (21+) are invited to the virtual bar in Decentraland for an immersive experience. Inside you’ll find all sorts of things, like your favorite bar games, digital swag, virtual pilsners, and a photo booth.

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