Miller Lite Is Creating 1,000 Running Billboards Instead of Running a Super Bowl Commercial

The running narrative in the promotional products industry is that items like branded T-shirts or other apparel can turn people into walking billboards.

And now, you'll appreciate that lead even more and recognize the pun, because Miller Lite is skipping their usual Super Bowl commercial in favor of 1,000 branded T-shirts, turning people into running billboards during the Big Game.

Starting yesterday, people could register on Miller Lite's website, and the first 1,000 will receive a branded shirt featuring a QR code. The goal is for people to go for a run during commercial breaks during the game, where people can scan the jerseys and bring Super Bowl commercials into the real world.

The question, of course, is how many people will actually do this as planned, and get up from the couch and away from the snacks during commercial breaks, especially when much of the fun of a Super Bowl party is watching the ads.

But, if it does go according to plan, it means that Miller Lite gets widespread attention all over the country. Also, it's pretty smart because it manages to reach the people who aren't as interested in watching the broadcast (whether that's because they're anti-Taylor Swift or just not big football fans).

The idea of expanding a commercial universe has been growing for years now, with many companies creating merchandise that corresponds with commercials.

The big incentive, though, for people to scan the QR code is that the scanner can enter for a chance to win "beer money." The most entries can get a chance to win a year's worth of Miller Lite, so there's even more reason for people to be on the lookout for the runners.

Beer brands, and companies within the food and drink space in general, are constantly competing with one another to create the most eye-catching and interactive promotional campaign.

And for all of the talk about everything in the world going digital, a company as big and well-known as Miller Lite choosing T-shirts over a traditional TV ad during the Super Bowl speaks volumes.