Busch • integrated campaign

we turned a racecar into
cans of busch beer

we turned a racecar into
cans of
busch beer

12 oz of
pure nascar

How do you turn a racecar into cans of beer? We had no idea — but we found out at the speed of NASCAR. In just 5 short months we went from 150lbs of track-raced sheet metal and carbon fiber from Kevin Harvick’s 2018 historic season #4 car to finished cans of beer. All to make 40 collector’s edition cans in celebration of Busch’s 40 years with the sport and return to being The Official Beer of NASCAR.

It's as authentic as

it can get

- Kevin Harvick

It's as authentic

as it can get

- Kevin Harvick

fans race
for cans

As the official beer of NASCAR, Busch wanted to make sure only true fans got this one-of-a-kind can. So we took over the Daytona 500 broadcast with a live NASCAR trivia contest. During the race, questions appeared on TV and fans raced to answer first on Twitter with #Car2Can to win a can.

Results

  • #1

    Trending Hashtag
    in the U.S.
  • 33%

    Lift in Branded Conversation
  • 250M

    Impressions

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