Miller Lite’s new can doubles as a game controller. The beer brand is challenging young gamers to face off against comedian Eric Andre in Street Fighter using their “Cantroller,” which is Bluetooth-enabled, offers three hours of rechargeable play time with haptic feedback, and can hold 12 ounces of cold beer. The limited-edition can and competition will be Miller Lite’s experiential event at gaming conference E3, further leveling up their esports marketing efforts. (Marketing Dive)
