Busch Beer: NFF Partnership

Some things just make sense. Peanut butter and jelly. Bread and butter. Hot dogs and ketchup (okay, that one is a little controversial). Busch and the National Forest Foundation. Since its founding in 1955, Busch has always been about enjoying what the great outdoors has to offer. Busch's partnership with the NFF was a natural fit. To launch the partnership, Busch employed two digital executions: Tree Roll and The Busch & NFF Scavenger Hunt.

The concept for tree roll was born out of universal digital insight -- people hate pre-roll ads. But would they skip if the pre-roll was for a good cause? Busch created a skippable pre-roll asset with a simple premise: don't skip this ad, and we will plant a tree. The result? Over 70% of people watched the ad -- double the Google benchmark for similar ads. 

The Busch & NFF Scavenger Hunt was born out of a similarly universal insight -- people like free beer. Busch hid specially marked medallions throughout select National Forests. Being the first to find one of these medallions gave people free beer for a year. Busch teased out where these medallions were hidden through Twitter content and hid the GPS coordinates of the medallions within the tweets. Within the first day, three of the medallions were found. As of right now, all have been found except for one. If you're ever in Wyoming, go look for it.