The famous beer brand, Miller Lite, from U.S. based brewer MillerCoors, has officially partnered with a blockchain marketing company for its “Know Your Beer” program.

The campaign was initiated on July 1^st. For the same, Vatom Labs created a mobile “edutainment” game, called the Great Taste Trivia, which was a 12-question game targeted for consumers in more than 230,000 restaurants and bars across the United States.

Players who answer all 11 questions right win a $5 prize voucher which can be redeemed to purchase Miller Lite. It is said that until September, over 10,000 prizes will be paid out in the campaign through PayPal. 

On Wednesday, Vatom Labs explained that the game is being run on its own platform which is built on a blockchain platform. The game uses non-fungible tokens (NFTs) to give out the rewards for sharing on social media, and to make sure that the prize tokens “cannot be counterfeited.”

Vatom, by using NFTs, is enabled to track the game engagements, activations and platforms. Moreover, it also allows for assigning the reward based on the data from the same.

Tyler Moebius, Co-founder and CEO of Vatom Labs, said that:

“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. Giving companies the ability to create digital promotions and activation experiences using blockchain is the next major upgrade required to usher in the new era of brand innovation.”