These Gem-Studded Rings Unlock a Lifetime Supply of Miller Time

Game Day isn’t quite the same without the usual crew gathered around the screen. So as wary fans inch their way back into each other’s living rooms, Miller Lite is commemorating the power of friendship with a little bling. Well, a lot of it, actually.

In time for NFL season, the beer brand has crafted six bejeweled rings, each set with real diamonds, sapphires and garnets accenting an embossed beer can made of 10K gold. One lucky fan and five of their friends will win the “Timeless” ring set.

But beyond bragging rights, the rings also include proximity sensors that detect the other rings. When all six are brought together, they unlock a lifetime supply of Miller Lite.

“There is no truer embodiment of Miller Time than cheering on your favorite team, with your gameday crew and a cold beer in hand,” said Sofia Colucci, vice president of marketing, Miller Family of Brands, in a statement. “We desperately missed this feeling last year, which is why fans now deserve to taste victory all season long—with fine jewelry to match. The Miller Timeless Collection celebrates our long-awaited reunions by unlocking a lifetime of memories and Miller Time.”

To enter the contest, fans need to post a photo on Instagram of their six-person crew along with the hashtags #MillerTimelessCollection and #Contest. They’ll also need to include a caption explaining why they deserve to win. (Need these rings for a Planeteers group cosplay, of course.)

The campaign from DDB Chicago, DDB San Francisco and Alma is supported by current and former NFL players Kyle and Chris Long, who show off the rings in all their glory, as well as social influencers and is running across paid, owned and organic social media platforms.

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