Busch beer is leveraging its Nascar sponsorships to promote its association with the non-profit Farmer Relief, to champion the charity’s cause and to build loyalty among farmers and Nascar fans who can see the positive impact such tie-ups have on communities in need.
For the 7 June Nascar Cup Series race in Atlanta, Anheuser-Busch brand sponsored drivers Kevin Harvick and Clint Bowyer will race in cars painted with fan-created corn designs.
The activation sees Bush run a competition through its social media channels (led by Twitter) asking fans to submit their own designs to be in with a chance of winning farm-related prizes during the race.
In parallel with the Nascar initiative, Busch Beer has also designed a limited-edition can adorned with images of corn to help Farm Rescue expand its services into Kansas and for every corn can pack sold through 5 July Busch will donate $1 to the cause up to $100,000.
The funds will provide financial relief and bring services to farmers in the state.
Kansas, here we come! Blessed to have the support of @BuschBeer in launching harvest assistance operations in the Jayhawk State. If you or a farm family you know could use our help, visit https://t.co/sJzoikj1hk today! #ForTheFarmers #BeAFarmRescuer https://t.co/4ugqAUziPj
— FARM RESCUE (@FarmRescueOrg) May 26, 2020
It was back in 2019 that Busch first partnered with Farm Rescue to assist the charity via promotional marketing, activation and more direct support to help the non-profit’s commitment to providing financial support and public affairs assistance to farmers in Kansas where bad weather, price depression and Covid-19 is causing significant problems, closures and disruption across the US farming industry.
By using Nascar as a platform to promote this partnership also sees Busch aim to make the race series sponsorship more visible to demographics beyond committed motorsport fans.
Comment:
This is yet another example of a brand doubling down on its cause partnerships as the pandemic accelerates the ongoing brand purpose trend.
Indeed, Busch’s limited-edition corn cans launch at the same time as sister brand Budweiser rolls out special packaging and marketing honouring key workers who have risked their lives to protect others during the pandemic and both brands will hand over a portion of sales from the cans to help charities in their respective causes.
The Farmers rescue, corn-themed activation from Busch follows on from the beer brand’s previous Nascar Twitter led #TweetYourFace activation in May which offered fans a chance to have their own faces painted on the bonnet of Kevin Harvick’s No4 car.
Tomorrow you're watching a race. But soon you could be watching your face!
Tweet a selfie tomorrow with a Busch Light logo for your chance to have your face featured on Harvick’s car (like Busch Guy below) in an upcoming race! Enter using #YOURFACEHERE & #BuschContest pic.twitter.com/KmvUh3GfnH
— Busch Beer (@BuschBeer) May 16, 2020
It also follows the beer brand’s innovative 2019 Kevin Harvick No.4 car ‘Car2Can’ activation (see case study).
Nascar itself responded to the pandemic in impressive fashion: it was arguably the first major sports property to offer a fully-fledged virtual alternative in the form of its ‘iracing’ series and it was one of the first professional leagues to return with live competition.
At its first race back, at North Carolina’s Darlington Raceway on 17 May, NASCAR, its first live, physical racing event in more than two months it honoured front-line medical workers and highlight the groundbreaking ‘The Real Heroes Project’ cross-league campaign.
Links:
Busch
https://www.instagram.com/buschbeer/?hl=en
https://www.facebook.com/Busch
https://www.youtube.com/user/OfficialBuschBeer
NASCAR
https://www.facebook.com/NASCAR/
https://www.instagram.com/nascar/
Deutsch NY
Farm Rescue
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