Busch decided to celebrate its 40-year tie-up with the Daytona 500 by literally turning Busch-driver Kevin Harvick’s No.4 car into a limited-edition Busch Car 2 Can collection.
The activation, developed in harness with agency Deutsche NY, celebrates the beer brand’s status as the longest running sponsor of NASCAR,
The competition offers NASCAR fans, specifically the 10 million Daytona 500 television viewers watching the trace on 17 February, to take part in a real-time, on-screen trivia contest in order to be in with a chance to win one of the exclusive cans.
The mechanic is straightforward: fans are invited to simply tune in to the race and then tweet out responses/answers to the questions using the campaign hashtags #Car2Can #BuschContest.
Just by playing auto racing supporters are in the running for one of the 40 limited edition cans created for the initiative.
To switch on the green light for the competition, NASCAR auctioned off the first can with proceeds going to KAB (and the winning bid was matched dollar-for-dollar by Busch).
KAB is a non-profit committed improving and beautifying community environments across the country every day and the link between the organization and the beer brand is based around Busch’s ongoing commitment to giving back to and taking care of the great outdoors.
The campaign was launched with social teasers,
.@KevinHarvick’s #4 car is no longer a car. Find out what we did to it tomorrow. pic.twitter.com/FvcCbFyuz7
— Busch Beer (@BuschBeer) February 5, 2019
before the launch of the hero video.
The initiative is amplified across the brand and the team’s digital and social channels with content carrying the #Car2Can campaign hashtag.
Only the Official Beer of NASCAR could turn a race car into a beer can. Check out how we did it. #Car2Can pic.twitter.com/R076J0R6fD
— Busch Beer (@BuschBeer) February 6, 2019
It was further backed by social support from the driver himself across his own personal channels.
.@BuschBeer is auctioning off the first can made out of my race car, with 100% of the proceeds supporting @kabtweet and matched by Busch. Head to https://t.co/B0MY26iQU6 to bid. Auction closes tomorrow (2/12) at noon ET!! pic.twitter.com/eUBgvv2pue
— Kevin Harvick (@KevinHarvick) February 11, 2019
The initiative was developed for AB InBev/Busch VP of marketing Ricardo Marques, US value brands director Daniel Blake, brand manager Conor Mason and associate brand manager Matt Overberg, by a Deutsch NY
Comment:
This is a particularly literal, elemental approach to connecting the sponsor product to the property experience.
But how many cans does a NASCAR race vehicle actually make?
More than 40 surely?
Links:
Busch
https://www.instagram.com/buschbeer/?hl=en
https://www.facebook.com/Busch
https://www.youtube.com/user/OfficialBuschBeer
NASCAR
https://www.facebook.com/NASCAR/
https://www.instagram.com/nascar/
Deutsch NY
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