To participate, consumers landed on a custom microsite via URL or QR code scan. They then completed the registration form and were invited to download a digital pass to allow easy access back to the campaign as well as receive notifications keeping Fat Tire top of mind.

Consumers engaged with the brand and could come back every day to earn an entry into the sweepstakes by uploading an image of a Fat Tire beer or an image showing where they would ride the Fat Tire bike.

One (1) winner was drawn every Friday during the sweepstakes, winning a custom bike.