One Show Shortlist
Busch has a rich history with NASCAR, dating back to 1978. In 2018, they became the official beer sponsor of the sport, and wanted to celebrate the NASCAR community in a big way, at NASCAR’s biggest event — the Daytona 500.
Having a great relationship with driver Kevin Harvick, we had a simple idea — how can we take one of Kevin’s cars, and transform it in to beer cans? We knew the passionate fans of NASCAR would love a chance to win this truly unique collector’s item.
We sought to figure out a few things: how to physically be able to create the cans, how to get NASCAR fans excited to win a piece of history, and how to give the cans away. After rounds of R&D to confirm how to actually make this a reality, and confirming just how many cans one race car could produce, we sought to bring the campaign to life, working with partners at NASCAR, FOX and Twitter. We worked with FOX to produce on-air content that introduced the cans to fans, and how to win them. Throughout the Daytona 500, fans saw trivia questions and were prompted to tweet the answer with #Car2Can for a chance to win one of the cans. #Car2Can shot up to the top trending topic of the afternoon — surpassing even #Daytona500 in conversation.
The campaign also generated a 33% lift in branded conversation and generated 250M impressions.