Busch turns race car into beer cans for Twitter trivia contest

Brief:

Busch Beer plans to celebrate its 40-year presence at Nascar's Daytona 500 race with a live trivia game on Twitter, the company shared with Mobile Marketer. Winners will receive one of 40 limited-edition Busch beer cans made with recycled materials from driver Kevin Harvick's No. 4 Ford stock cars, as demonstrated in a YouTube video.
To enter the Car 2 Can contest, which was developed with agency Deutsch New York, viewers must follow the @BuschBeer account on Twitter and watch the live broadcast of the Daytona 500, which starts at 2:30 p.m. on Feb. 17. Fox will broadcast the Daytona 500 with radio coverage from MRN and SiriusXM Nascar Radio.
The trivia questions will be broadcast on-screen during the race, and Twitter users can post their answers using the hashtags #Car2Can and #BuschContest. Busch also will auction off the first can of the Car 2 Can collection on Feb. 11 to benefit the Keep America Beautiful nonprofit.

Insight:

Busch's Car 2 Can campaign shows how brands can integrate a broadcast of a live event with a familiar social media platform that engages viewers more directly through their mobile devices. The campaign combines the star power of driver Kevin Harvick with collectible prizes that are likely to appeal to racing fans. Trivia games have been a popular genre for stream-casting, as exemplified by HQ Trivia that routinely boasts thousands of players despite its drop in app rankings.

Busch is among the brands that have combined their Nascar sponsorships with mobile platforms. Coca-Cola last year sponsored an augmented reality (AR) experience in Nascar's mobile app that let racing fans immerse themselves in highlights from the 2018 Monster Energy Nascar Cup Series Playoffs. The app feature let mobile users virtually surround themselves in moments such as team celebrations in Victory Lane and post-race driver burnouts, among others.

Anheuser-Busch's beer brands have made social media a key part of their recent campaigns. Natural Light beer this year hosted a contest that awarded football fans money to help pay off their student loans. To enter, contestants had to share their Super Bowl party plans on Twitter, Instagram or Facebook from Jan. 22 through the end of the big game on Feb. 3. Natural Light also plans to re-run a sweepstakes this spring that asks people to post a video to social media by May 18 explaining their inspiration for going to college.