SBD/April 18, 2017/Marketing and Sponsorship

Anheuser-Busch Launches As Part Of New Marketing, Loyalty Campaign

A-B InBev is launching, where consumers who purchase Busch products can "snap a picture of their receipt, the value of which will determine how many bucks the person gets," according to Adam Stern of SPORTSBUSINESS JOURNAL. The consumer will then be "eligible to earn prizes such as T-shirts, coolers, tents and signed memorabilia from Kevin Harvick," who Busch sponsors. A-B tested a pilot program for Busch Bucks in "select retail locations last year, but this move marks its full launch." Busch "will tie the program into NASCAR’s Monster Energy All-Star Race at Charlotte Motor Speedway in May." Harvick at the race will "run a dollar bills-covered paint scheme promoting the program, and the brand will hold a contest where fans who enroll at by May 6 get a chance" to win $1M if Harvick wins the event. The potential winner will be "invited to the race to watch trackside." A-B will "promote the contest both digitally and at the upcoming spring NASCAR national series race weekends at Richmond and Kansas." Busch will also "promote the full Busch Bucks program at retail" (SPORTSBUSINESS JOURNAL, 4/17 issue).
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