Fantasy Football Punishments Get Bigger (and Better) with Miller Lite Billboards
Sixty-eight percent of fantasy players spend money on league punishments, which is why Miller Lite - known for bringing friends together over football and cold beers - knew there was fun to be had.
Just a few weeks following the wrap of fantasy football season, Miller Lite is helping friends dish out fun-loving, last place punishments in the biggest way they know how: billboards.
Here鈥檚 the play: After almost 700 Canada-wide nominations from fantasy league players, eight soon-to-be-famous 'League Losers' will be featured on digital billboards across the country. It鈥檚 all in good fun, because while they may have finished last in their fantasy league, they鈥檒l forever be #1 in Miller Lite鈥檚 hearts.
Phase 1: The bilingual campaign kicked off during the 2024/25 NFL and NFL Fantasy Season with a digital-first strategy, pushing fantasy football fans to nominate their league鈥檚 worst performer for a spot on a billboard. With targeted ads on platforms like Yahoo Fantasy and TheScore, as well as owned social and creator content, the campaign made sure to hit fans where they鈥檙e already engaged during the season.
Phase 2: After the nominations rolled in, Miller Lite selected eight Canadians based on the creativity of submissions showcasing the friendship between 鈥渓eague-mates鈥. The challenge was then to find OOH boards in areas by the winners, making sure they were well celebrated in their hometowns. The large format digital billboards will be live for two weeks across Ontario, Quebec, Alberta, BC and Newfoundland.
