Busch Beer will run a unique Daytona 500 sweepstakes called #Pit4Busch, where the only way to enter will be to send a note to Busch's official Twitter account while Kevin Harvick is making a pit stop in the No. 4 Stewart-Haas Racing Ford. Busch is one of four new premier partners in NASCAR, as well as the anchor sponsor on the No. 4 car. As part of the promotion, Busch’s Twitter account will send out tweets every time he stops on pit road, and fans who reply in the roughly 10 seconds before he exits his pit will be entered to win a Ford Mustang. Busch is working with Ford to give out a Mustang for every stop, which means it could approach half a dozen cars. Meanwhile, A-B will promote its rosé-wine-in-a-can brand, Babe, at the Daytona 500, an example of how it will use its new premier partnership with NASCAR to market several different lines on top of Busch. Babe will give out free drinks and have its tour bus there.
AXIS AND ALLY: Ally will deploy some guerrilla marketing around Daytona 500 weekend again by activating at the Volusia Mall across the street from Daytona Int'l Speedway. Ally, the full-season sponsor of Hendrick Motorsports’ No. 88 Chevy driven by Jimmie Johnson, will have activities including an oversized cornhole game; a Q&A with Johnson; giveaways of airbrushed T-shirts and Ally Racing merchandise to people wearing old Lowe’s gear; and a photo booth and show car. Ally also will debut a new 60-second tribute ad during the Fox broadcast of the race around Johnson, who is entering his final full season as a Cup driver. Ally Chief Marketing & PR Officer Andrea Brimmer said, “NASCAR fans are incredibly passionate and super-engaged, so we’re excited to build on the momentum we started last year.”
