“Busch is back!” Following an 8-year hiatus from NASCAR, Busch Beer has returned to the racing scene in 2016 as a sponsor for Kevin Harvick and the No. 4 Chevy. Switch partnered with Busch Beer to activate an immersive experience at the season’s first and biggest race: the Daytona 500. And NASCAR fans couldn’t be more excited to have Busch Beer back in the pits and at-track.
To bring to life Busch Beer’s motto “Here’s to Earning It,” the Daytona activation gave NASCAR fans aged 21+ the opportunity to “earn” Busch Beer giveaways – including signed hats, tees and buckets – through driving and tire change experiences as well as social media posts. Highlights included a toast of ice-cold Busch Beer from fans to Kevin Harvick delivered via social media channels and a visit from the NASCAR Sprint Cup Series driver himself. Fans could also race back in time with a display of Busch Beer’s rich NASCAR history, featuring a commemorative show car of the 1979 Carl Yarborough Busch car #11.
The activation drew more than 25,000 passionate fans during race weekend, thrilled to celebrate Busch Beer’s return to NASCAR.