Miller Time isn’t going to be just a thing of the physical world for much longer.
Ahead of the Super Bowl, Miller Lite is debuting the Meta Lite Bar in the metaverse, according to a Wednesday news release.
What is the metaverse? A January USA TODAY story described it as a combination of several technology elements, including virtual reality, augmented reality and video, where users “live” within a digital universe.
The bar, which was created by DDB Chicago and DDB San Francisco, will be located in the virtual world platform Decentraland.
It’s going to look like a classic tavern and offer an “immersive, communal experience,” the news release said. There will be virtual pilsners and interactive features, including darts, billiards, a stage with digital instruments, a photo booth and a jukebox.
Just like at an actual bar, patrons have to be at least 21 years old.
More: Miller Lite releases ‘beernaments’ that fit around an 8-ounce can of beer
The Meta Lite Bar — which the news release called the “first-ever brand hosted bar in the metaverse” — will open at 7 a.m. Monday. That’s Milwaukee time, but we suppose it will be 5 o’clock somewhere.
The bar is also going to be the only place to catch the brand’s “Big Game” ad, which will premiere in full length on Super Bowl Sunday, Feb. 13, according to the news release
Giveaways — of both the real and digital varieties — will be going on in the coming days. For more information or to access the bar when it opens, visit millerlite.com/metalitebar.
Contact Hannah Kirby at hannah.kirby@jrn.com. Follow her on Twitter at @HannahHopeKirby.
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