An epic social sendoff for NASCAR Cup Series driver, Kevin Harvick.
INCLUDED
Social Media & Content
REVVED UP RETIREMENT
To commemorate the retirement of Kevin Harvick, longtime NASCAR Cup Series driver of the Busch Light car, the brand revved us up with the kind of brief agencies dream about: develop a badass Daytona 500 social activation that drives an insane amount of conversation.
Like all good ideas, #Busch401K was stupid simple.
Kevin drives the Number 4 car. So during every Daytona 500 lap that ended in 4, we asked followers to comment with the campaign hashtag and how they’d spend an early retirement thanks to our 50 thousand dollar grand prize.
When the exhaust fumes settled, we’d earned a single race-day record for Busch Light and another Hall of Fame social activation from Cornett.
Like all good ideas, #Busch401K was stupid simple.
Kevin drives the Number 4 car. So during every Daytona 500 lap that ended in 4, we asked followers to comment with the campaign hashtag and how they’d spend an early retirement thanks to our 50 thousand dollar grand prize.
When the exhaust fumes settled, we’d earned a single race-day record for Busch Light and another Hall of Fame social activation from Cornett.
200K
mentions
52M
impressions
1
race-day record
