Budweiser Canada has begun a contest promotion called the "Playoff Payoff" tied to the National Hockey League playoffs. Consumers can enter by looking for identification numbers on the bottle caps of specially-marked cases of the beer and on coasters at participating bars and restaurants. Each cap includes a city and a playoff round. Consumers enter the numbers online at <http://www.kingclub.ca>, where they become "players" that can be placed in a personalized bracket. Caps can be placed into play or traded via the website as the playoffs proceed. Once the entire bracket is filled, the consumer is entered into the draw. The grand prize winner will receive free hockey tickets for life. The contest also includes $6 million in instant prizes from Samsung Canada, Microsoft and McCain Foods. "Budweiser is a huge supporter of hockey and we know how deep love of the game runs coast to coast," said Ben Seaton, marketing manager at Budweiser Canada. "We're continuing to make hockey more exciting, more fun and more accessible for Canadians. With Playoff Payoff, we're delivering on this in a very big way, the chance to win hockey tickets for life. This season, whether their favourite city makes the playoffs or not, fans can become part of the excitement from start to finish with the simple twist of a cap." Budweiser is distributed in Canada by Labatt Breweries.