You gotta admit, the people over at Miller Lite are super creative for thinking this one up...
This weekend during the big game, while their competitor, Michelob Ultra, is advertising their product, fans of Miller (and beer, in general) have the chance to type in a code to get FREE beer! The catch, of course, is that it's exclusively during the competitor's ad that you can handle this... also the URL is 836 characters.
Free 6-pack though? We've typed more in angry texts... BRING IT ON, MILLER LITE! Lol.