Where You May See Web 3.0 During the Big Game

February 4, 2022

Like the Bills and Chiefs normalized scoring 25 points in the span of 2 minutes, many companies are using the big game next Sunday to normalize new and emerging Web 3.0 technologies. Companies based in crypto, NFTs, and the metaverse are all getting in on the action by airing commercials themselves or collaborating with more established and recognized brands. 

Crypto Companies Are Finally Joining the Party

Cryptocurrency exchanges such as FTX and Crypto.com are some of the largest companies solely dedicated to Web 3.0 technologies that are airing commercials during the game. It has been kept under lock and key as to what specifically they have planned, but we know something big is coming. 

Crypto has long been in the public eye but never at the forefront due to its technical nature and high barrier to entry. Both FTX and Crypto.com have previously used sports to heighten their brand recognition and alleviate the confusion surrounding their products/services. For example, FTX has featured Tom Brady in past campaigns and Crypto.com acquired the naming rights to the Los Angeles Lakers’ home arena. However, both view the biggest football event of the year as their chance to assert themselves into the mainstream conversation and stay there.

Football, Beer, NFTs

Bud Light has partnered with the NFT project, Nouns, as a continuation of the company’s investment into the NFT community, and for a potential game day collaboration.


So, what exactly is an NFT?


As defined by etherem.org, “NFTs are tokens that we can use to represent ownership of unique items…letting us tokenize things like art, collectibles, even real estate.”


Bud Light and their parent company Anheuser-Busch InBev (AB InBev) first got involved in the NFT community when they purchased a Budweiser themed rocket ship NFT in August 2021. 


In November, they went a step further and minted their own NFTs based on beer cans from the company's history. The launch came with great success as they sold out of all of their nearly 2,000 unique digital beer cans within an hour of release. 


The latest revelation in the Bud Light-NFT partnership was an update to their Twitter profile picture, which now features the NFT, Noun 179. Bud Light did not purchase this NFT, but rather was gifted it by the creators of the Nouns project in exchange for the trademark Nouns glasses to be used on real beer cans. 


While nothing is set in stone for the big game, Bud Light and AB InBev have signaled their genuine interest in this new technology/community and a televised shoutout may not be so distant. 

Watching from the Metaverse

Many beer companies have had to be creative when it comes to advertising during the game due to an exclusive licensing agreement between AB InBev and the NFL. To get around the traditional means of advertising on Sunday, Miller Lite has opted to open up a virtual bar within the metaverse and offer viewers a seat.


Miller Lite will be partnering with Decentraland to make this experience possible, allowing for participants to have access to exclusive features such as the initial viewing of Miller Lite’s own ad. 

Molson Coors, the parent company of Miller Lite, has had success in past years dealing with the television restrictions. In 2021, they ran a campaign wanting to “hack” your dreams through ‘Targeted Dream Incubation.’ Though the technology and methods may not have been scientifically perfect, it drew eyes away from the TV and was seen as an overall success. Through the metaverse, Miller Lite hopes to attain similar results.


So, when viewing the game this year, enjoy the football, eat well, and mentally prepare yourself for the endless confusion that will come when you tell your family you can't hold a Bitcoin.

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