
Winners of their fantasy football leagues have only the glory that comes from besting one’s friends. But this year, thanks to Miller Lite, losers of their fantasy football league can enjoy a little national notoriety.
Inspired by the insight that 68% of fantasy players spend money on league punishments (such as having the loser get a tattoo chosen by the rest of the league or giving them a toilet bowl trophy), the beer brand developed a campaign that helps friends dish out some all-in-good-fun last-place punishments through the power of DOOH.
After almost 700 Canada-wide nominations from fantasy league players, eight “League Losers” will be featured on digital billboards across the country.
According to the brand, the campaign had two phases. It kicked off during the 2024/25 Fantasy Season and used a digital-first strategy to encourage fantasy football fans to nominate their league’s 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’re already engaged during the season,” the company said in a statement.
Next, based on the creativity of the submissions, Miller Lite chose eight Canadians to be showcased on digital billboards across the country. According to Miller Lite, the challenge was to find OOH boards in areas near 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.