Coors Beer is soliciting user videos explaining why they, more than anyone else, deserve to go to the Super Bowl, reports The New York Times.
Fans are encouraged to upload videos of themselves demonstrating why they deserve a trip to football's biggest game. Videos can be submitted to either CoorsBeer.com or Coorslight.com.
Visitors to the sites can then vote on submitted videos, eventually winnowing it down to the winner.
Beer companies face more restrictions than others do when looking for user-generated content online. The types of images used cannot include those that might appeal to children, and the age of those participating must be over 21.