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Category
Stunts & Activations
Annual ID
OS_SM21_092M
About the Work
While Busch’s tone is humorous and fun, it is serious about racing. So, we took one of the most strategic parts of the race, the pit stop, and gamified the experience on social with the fastest giveaway of all time: #Pit4Busch.
The #Pit4Busch sweepstakes was only open during the 17 seconds that our driver made a pit stop. So when the race stopped on the track, another started online. In an instant, tens of thousands of fans flooded Twitter for a chance to win. But, when our driver was gone, so was our prize until the next stop. By making the consumer feel like they were a part of the action on the track, Busch successfully stole a moment of the race where attention typically starts to wane, and made it into one of the most talked about parts of the race. The #Pit4Busch campaign wound up trending on Twitter for two straight days, and out-trended the Daytona 500 itself.
We increased the brands Twitter following by 10,200 in two days. This resulted in the biggest Twitter following increase for the brand to date, and further solidified Busch as the official beer of NASCAR in the minds of fans. The #Pit4Busch campaign had more mentions than any of Anheuser Busch’s SBLIV campaigns, and was the most talked about campaign in brand history.
The #Pit4Busch sweepstakes was only open during the 17 seconds that our driver made a pit stop. So when the race stopped on the track, another started online. In an instant, tens of thousands of fans flooded Twitter for a chance to win. But, when our driver was gone, so was our prize until the next stop. By making the consumer feel like they were a part of the action on the track, Busch successfully stole a moment of the race where attention typically starts to wane, and made it into one of the most talked about parts of the race. The #Pit4Busch campaign wound up trending on Twitter for two straight days, and out-trended the Daytona 500 itself.
We increased the brands Twitter following by 10,200 in two days. This resulted in the biggest Twitter following increase for the brand to date, and further solidified Busch as the official beer of NASCAR in the minds of fans. The #Pit4Busch campaign had more mentions than any of Anheuser Busch’s SBLIV campaigns, and was the most talked about campaign in brand history.
2021 Awards
Total Points: 3
Merit
Credits
Agency
VaynerMedia / New York
PR / Marketing Agency
M&C Saatchi
Client / Brand
Busch / New York
Production Company
Hunter Park
Music / Sound Production Company
Hobo Audio
Post Production Company
Nice Shoes
Art Director
Emanuel Vinkler
Chief Creative Officer
Rob Lenois
Chief Marketing Officer
Marcel Marcondes
Creative Director
Todd Bradley
Harrison Barron
Designer
Rafael Sosa
Director
Joe Pernice
Group Creative Director
Adam Lock
Sound Designer
Makan Taghavi Dilamani
Writer
Jay Zschunke
Agency Producer
Madison Mavis
Senior Art Director
Maya Renz
Senior Copywriter
Chelsea Furlong
Account Director
Lindsay Faulkner
Associate Brand Manager
Matthew Overberg
Audio Engineer
Chris Stangroom
Chief Executive Officer
Gary Vaynerchuk
Colorist
Chris Ryan
Executive Vice President
Nick Miaritis
Flame Artist
Russ Bigsby
Flame Assistant
Arthur Dorrington
Group VP, Marketing, Core & Value Brands
Ricardo Marques
Head of Production
Jason Farber
Project Management
Juliette Hashemi
Senior Digital Brand Manager
McKinley R. Stephens IV
VP Group Account Director
Joe Leotta
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