Unexpected: With AB-InBev still holding exclusive rights to advertise alcohol during the Super Bowl, DDB Chicago found yet another unexpected way to create some noise for Molson Coors. Welcome to the Meta Lite Bar, the first-ever brand hosted bar in the metaverse and the only place you could catch Miller Lite’s “Big Game” ad. Fans (21+) were invited to the bar in Decentraland for an immersive experience. Inside they found all sorts of things, from favorite bar games, digital swag, virtual pilsners, and even a photo booth.

Works: For 3% of the cost of advertising in the Super Bowl, Miller Lite was the most talked about beer brand during the Big Game, earning 1.5 billion media impressions, and the metaverse activation earned over 40,000 visitors with over 20 minutes spent per visitor – making it the most successful brand activation in metaverse history.