Busch leveraged its official beer of NASCAR status in late February through a cause campaign enabling one lucky fan to name the Cup Series race at Kansas Speedway.
Provisionally titled the ‘Busch Name This Race 400’, the beer brand originally paid a rights fee to be the race’s title sponsor and is now turning its race rights package into a charity fundraising activation by asking fans to come up with their own race title.
To name the 400-mile Kansas race, which will be run on 2 May, fans (aged 21 and over) simply need to make a (minimum) $1 donation to Busch’s fundraising initiative for the non-profit Farm Rescue. The brand will then choose what it considers as the top four possible race names and then hold a fans vote for the winner via its @BuschBeer Twitter handle on 8 and 9 March.
Busch will also match every $1 donation with $1 of its own money: a sum which could quickly add up as there is no limit on how many times you can submit a donation or a title.
The Farm Rescue charity provides support for farmers and ranchers stricken by unexpected major injuries, illnesses, and natural disasters.
The contest is being promoted primarily via the brand’s own digital and social channels.
NAME A NASCAR RACE FOR $1. NO JOKE.
We're giving you the opportunity to name the @NASCAR Cup Series Race at @KansasSpeedway on 5/2 in support of American Farmers! Submit your race name and make a $1 donation to Farm Rescue below by 3/3. Let the names begin!
— Busch Beer (@BuschBeer) February 23, 2021
For the race itself, NASCAR’s official Fox broadcast team of Clint Bowyer, Jeff Gordon and Mike Joy will all be contractually obligated to say the new fan-created and fan-awarded name whenever they mention the race during the official telecasts and the new moniker will also be etched into the grass at Kansas Speedway and will appear on all official merchandise.
“We saw the race entitlement as a truly unique opportunity to give NASCAR fans unparalleled access to the sport while supporting people and communities that can use a helping hand,” said Daniel Blake, VP of Value Brands at Anheuser-Busch. “Giving fans creative control over an official race name while supporting the farming community that’s so important to Busch is a perfect example of how we approach our role as the Official Beer of NASCAR.”
Comment:
This isn’t Busch’s first NACAR activation in support of Farm Rescue – see its #ForTheFarmers activation in June 2020 – but it could turn out to be the funniest: especially if there is some form of repeat of the British Antarctic Survey’s #nameOurShip boat naming initiative in 2016 which ended up with the public voting for the arctic research vessel to be named ‘Boaty McBoatface’.
Could we be about to see ‘Racy McRaceFace 400’ at Kansas Speedway along this spring?
Links:
Busch
NASCAR
Deutsch NY
Farm Rescue
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