American Classic Beer Miller Lite Teams Up with Blockchain Vatom Labs to Create New Customer Experiences

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Miller Lite has partnered with brand innovation company Vatom Labs, who specialise in “SmartMedia objects” that utilize Blockchain, to dole out $50,000 for Miller’s Know Your Beer program. Vatom has created a mobile “edutainment” game. What is unique about this experience is how it is leveraging NFTs (non-fungible tokens called SmartMedia Objects) to provide a robust experience including a game, social badges, rewards for virality, and ultimately to ensure that the $5 rebate coin the user receives upon winning the game cannot be counterfeited. 

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“We’ve been looking for new and innovative ways to reach drinkers in the bar, on-premise,” says Lucy Bloxam, associate marketing manager for Miller Lite. “Great Taste Trivia allows Miller Lite to extend the success of Know Your Beer into the digital space. It’s new, it’s different, its engaging and it’s positioned to gamify drinkers’ time on-premise, helping make Miller Lite top of mind for the rest of the night.”

Miller Lite’s Great Taste Trivia is a 12-question trivia game served to the mobile phones of legal-age drinkers in more than 230,000 bars and restaurants across the country. If a player answers all 12 questions correctly, their prize is $5 instantly transmitted via Paypal compliments of Miller Lite!

“Today, brands are looking for innovative and new ways to activate and engage their existing customers and acquire new customers,” said Tyler Moebius, Co-founder and CEO of Vatom Labs.  “We have built a powerful brand activation platform that leverages a new blockchain-enabled SmartMedia object that is highly-programmable and able to deliver real tangible value from the brand to the consumer– like $5 to their PayPal account—that remains a simple mobile experience.  Users see a fun, engaging game where they can kill-time, share the experience with friends, earn more ways to play and win a $5 instant prize.”

Simple and fun for users, but since the game needs to authenticate and immediately reward its players, Vatom Labs utilized its proprietary creative platform that leverages the blockchain to bring this new type of customer engagement to life. By using SmartMedia objects, Vatom Labs is able to track activations, engagements and attribute the reward based on those outcomes and to the channel where the user was originally acquired. 

Launched on July 2nd and continuing through September, the program has been met with great reception and to-date a little over half of the prizes have been won.

The trivia game has appeared in social media channels, select apps and browsers via a geotargeted media buy that will serve the game to users identified inside bars and restaurants. Others can grab the game via QR codes on posters and other point-of-sale materials inside bars and restaurants.

Moebius added:

“We believe providing brands with the ability to create engaging and immersive digital promotions and activation experiences that are backed by the blockchain is the next major upgrade required to usher in the new era of brand innovation.”

For more information on Vatom Labs, visit www.vatomlabs.com.

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About Richard Kastelein

Founder and publisher of industry publication Blockchain News (EST 2015), a partner at ICO services collective Token.Agency ($750m+ and 90+ ICOs and STOs), director of education company Blockchain Partners (Oracle Partner) – Vancouver native Richard Kastelein is an award-winning publisher, innovation executive and entrepreneur. He sits on the advisory boards of some two dozen Blockchain startups and has written over 1500 articles on Blockchain technology and startups at Blockchain News and has also published pioneering articles on ICOs in Harvard Business Review and Venturebeat. Irish Tech News put him in the top 10 Token Architects in Europe.

Kastelein has an Ad Honorem - Honorary Ph.D. and is Chair Professor of Blockchain at China's first Blockchain University in Nanchang at the Jiangxi Ahead Institute of Software and Technology. In 2018 he was invited to and attended University of Oxford's Saïd Business School for Business Automation 4.0 programme.  Over a half a decade experience judging and rewarding some 1000+ innovation projects as an EU expert for the European Commission's SME Instrument programme as a startup assessor and as a startup judge for the UK government's Innovate UK division.

Kastelein has spoken (keynotes & panels) on Blockchain technology in Amsterdam, Antwerp, Barcelona, Beijing, Brussels, Bucharest, Dubai, Eindhoven, Gdansk, Groningen, the Hague, Helsinki, London (5x), Manchester, Minsk, Nairobi, Nanchang, Prague, San Mateo, San Francisco, Santa Clara (2x), Shanghai, Singapore (3x), Tel Aviv, Utrecht, Venice, Visakhapatnam, Zwolle and Zurich.

He is a Canadian (Dutch/Irish/English/Métis) whose writing career has ranged from the Canadian Native Press (Arctic) to the Caribbean & Europe. He's written occasionally for Harvard Business Review, Wired, Venturebeat, The Guardian and Virgin.com, and his work and ideas have been translated into Dutch, Greek, Polish, German and French. A journalist by trade, an entrepreneur and adventurer at heart, Kastelein's professional career has ranged from political publishing to TV technology, boatbuilding to judging startups, skippering yachts to marketing and more as he's travelled for nearly 30 years as a Canadian expatriate living around the world. In his 20s, he sailed around the world on small yachts and wrote a series of travel articles called, 'The Hitchhiker's Guide to the Seas' travelling by hitching rides on yachts (1989) in major travel and yachting publications. He currently lives in Groningen, Netherlands where he's raising three teenage daughters with his wife and sailing partner, Wieke Beenen.

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