Miller Lite created an 836-character URL to highlight the difference between its own 95 calorie beer and a competitor’s 96 calorie equivalent. Typing this URL consumes exactly 1 calorie, and anyone who successfully underwent this exercise could win a six-pack of Miller Lite.

Luis Gaitán: “Playing with one of the most classical digital tools like an url in such a fresh way deserves a special mention. Not only because it’s ridiculously fun and notorious, but also because by users doing it the brand proves it’s 1 calorie difference with its main competitor. #lol”