Busch Beer will celebrate its 40-year presence at the Daytona 500 with a unique way for fans to win a piece of Kevin Harvick’s car.
Busch Beer has taken sheet metal and carbon fiber from Harvick’s cars and turned them into 40 collector beer cans. Fans can win one of the cans by watching the Daytona 500 broadcast on Fox and play the on-screen trivia contest. Fans will need tweet their responses using the hashtag #Car2Can #BuschContest to be entered.
“It’s an authentic piece of the car and on every can, it shows you were your piece came from,” said Harvick, the 2007 Daytona 500 winner and 2014 Cup champion. “(Busch Beer has) put a lot of time and effort into trying to be interactive with the fans.”
The promotion combines a live sporting event, the event broadcast and social media.
“It’s not sticker slapping (on a car) anymore,” Harvick told NBC Sports of reaching fans. “This is really about how do we interact with the fans, how do we make an impact on the event and bring it to the race car without just slapping a sticker on and buying an in-car camera.
“In today’s world there are a lot of boxes to check, there’s your television viewer, there’s your cordless television viewer, there’s your social media viewer, so you have to have things that somehow cross into all those areas. It’s definitely a new approach on things.”
Busch also is auctioning off the first can of the collection on Feb. 11 in benefit of Keep America Beautiful. The charity auction will be at rallyup.com/car2can. All proceeds will go directly to Keep America Beautiful and be matched dollar for dollar by Busch. Keep America Beautiful’s mission is to improve and beautify community environments across the county.
Cup cars are on track Feb. 9 at Daytona International Speedway. Daytona 500 qualifying is Feb. 10. The duel qualifying races are Feb. 14. The Daytona 500 is Feb. 17.