For years, James Ready has been writing things under their beer caps. People love and collect these. In 2011, we gave people a whole new reason to collect: Now they could win something! J.R. placed numbers, letters and punctuation under caps. Drinkers were encouraged to collect the caps and visit J.R.�s Facebook page every Tuesday and Thursday at 5PM to watch a video that revealed a semi-awesome prize and a word. Then the race was on. The first drinker to post a picture back on Facebook of that word spelled in caps won the semi-awesome prize. Packaging, product purchase and the online world were combined like never before to create the James Ready Spelling Bee Lottery.