Keystone Light’s Free Rent sweepstakes had been popular with its Gen Z target for several years, but when a global recession drove many young people back to their parents’ basements, Molson Coors was looking for a more relevant purchase incentive.

We knew we wanted smooth over Gen Z’s money worries by giving them a chance to treat themselves–but how? As former young broke people, we knew nothing beats cold, hard cash. Or, in this case, a Big Stone Check.

Sure, it’s just a check for $10,000. But it’s a BIG check for $10,000, which makes the prize at least twice as fun (just ask Michael Scott).