Miller Lite, the popular beer brand from U.S. brewer MillerCoors, has teamed up with a blockchain marketing company for the latest iteration of its "Know Your Beer" program.

For the ongoing campaign, launched July 1, Vatom Labs built what it calls a mobile"edutainment game," called Great Taste Trivia, that served a 12-question quiz to cellphones, geo-targeting customers in over 230,000 bars and restaurants across the U.S.

Players answering all 12 questions correctly get to win a $5 prize that can be used to purchase Miller Lite. Ten thousand prizes will be paid out over PayPal in the campaign that runs until September.

Vatom Labs said Wednesday that the game was provided on its own platform that is built on blockchain tech. The game leverages NFTs (non-fungible tokens) to provide the quiz, social badges, rewards for social media sharing and to ensure that the $5 prize token "cannot be counterfeited."

Using NFTs also allows Vatom to track game activations, engagements and engagement platform, and assign the reward based on that data.

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

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," Moebius added.

Miller brewery image via Shutterstock