Molson Coors partnered with sports-betting platform DraftKings for its first Super Bowl advertisement in 30 years.

For the collaboration, consumers were encouraged to bet on details of the spot ahead of the big game for the chance to win a portion of a $500,000 prize pool. Details up for betting included aspects like which beer will be shown first, which type of dog will be featured behind the bar and how many people will have facial hair.

The final ad spot, produced by Droga5 and scheduled to air during the first half, featured one of six potential endings that were filmed. The betting will be hosted on DraftKings’ app and is supposedly the largest free-to-play non-sport contest prize pool in the betting platform’s history, a sign of the growing influence sports betting could play in marketing.