Molson Coors is teaming up with sports betting company DraftKings for its Big Game comeback. It may prove to be a marketing campaign like no other.

Titled “The High Stakes Beer Ad,” Molson Coors and DraftKings are together offering a grand total of $500,000 prize for a few lucky contestants in what is “the largest for any free-to-play non-sport contest offered in DraftKings’ history.” However, the ad itself has not been released. Instead, audiences have only been able to see a teaser spot.

The high stakes come by viewers guessing on specific parts of the upcoming ad in the form of multiple-choice questions and answers, from details like what the bartender will be wearing to more important aspects of the ad, such as which beer brand will be more heavily featured, Coors Lite or Miller Lite.

“The first ad you can play on DraftKings. Predict every detail,” states the teaser in a spot that frames the ad …

Tags Marketing, Marketing Tips, Social Media Marketing