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Thursday, June 13, 2024

Busch Beer Turns All NASCAR Fans into Kevin Harvick Fans with Unique Promotion

Busch Beer is giving NASCAR fans one million reasons to root for Kevin Harvick

Kevin Harvick will sport this special paint scheme to promote Busch Beer’s $1 million dollar giveaway in conjunction with the Monster Energy NASCAR Cup Series All-Star race on Saturday night, May 20. Image from NBC Sports.

Busch Beer is giving NASCAR fans one million reasons to root for Kevin Harvick in the Monster Energy NASCAR Cup Series All-Star race at Charlotte Motor Speedway on May 20. Think I’m exaggerating? Check out the details of this unique promotion.

The beer brand recently announced its million-dollar giveaway in conjunction with Harvick and the MENCS All-Star race. Just as the All-Star race winner takes home a hefty check for $1 million, a lucky fan will take home the same amount, but only if Harvick takes the checkered flag at the end of the four stage, 70-lap event.


The promotion is in conjunction with the launch of Anheuser Busch’s Busch Bucks loyalty program and here’s how it works:

· Fans must enroll in the loyalty program between April 17 and May 6 for a chance to win

· No purchase is necessary, but individuals who consume Busch products can snap a picture of their receipt to earn points, which can then be redeemed for prizes

· One random enrollee will get a cool $1 million if Harvick finds himself in victory lane at the conclusion of the All-Star race, where sparks are sure to fly and tempers flare as the field goes for the million. Remember, second place comes home empty.

This is tremendous sponsorship activation for Anheuser Busch, which owns the Busch Beer brand. Not only are they making fans aware of their presence in NASCAR by associating Harvick (who has a sponsorship agreement with Busch Beer) and the All-Star event with the promotion, but they are also making individuals who might not consume their products mindful of them.


Busch Beer drinkers, individuals who prefer other brands of alcohol and non-drinkers alike will sign up for the promotion because who turns down a chance for $1 million? If the company can convert non-drinkers and those who drink products other than Busch Beer into consumers, they’ve been successful.

Additionally, the brand has ensured that they’ll get ample TV coverage and have their name heard by the millions of people watching on TV. With Harvick’s car set to feature a special paint scheme specific to the promotion, the announcers will talk about it and provided Harrick runs well, the scheme will also grab people’s attention and get them looking up Busch Beer.

“‘Busch Bucks’ allows us to reciprocate and reward our loyal drinkers, and there’s no better way to kick off the program than by giving away a million bucks,” said Chelsea Phillips, VP of Value Brands at Anheuser Busch.

The promotion is somewhat similar to that of Pepsi’s 2003 campaign where the company promoted the chance for someone to win $1 billion by featuring special paint schemes on Jeff Gordon’s №24 Chevrolet and advertising throughout the summer. Contestants entered codes from select Pepsi products and the field of eligible individuals was narrowed down to 10. One winner in the field of 10 was guaranteed $1 million, with a chance to win $1 billion. No contestant won the billion, but someone still went home $1 million richer.

The Busch Bucks loyalty program mirrors My Coke Rewards, which since 2006 has allowed individuals who drink Coca-Cola Products to enter the codes found on the beverages at mycokerwards.com and redeem the points for prizes. My Coke Rewards will end in on June 30, 2017 and rewards will be done through the Coca-Cola website, although points are slated to go away after that date.


These contests, if done correctly, can mean tremendous things for companies. Not only does it get the brand more recognition whether through air time, word of mouth or website traffic, but it also increases the consumer base as individuals will sign up for the chance to win big. Some who sign up will purchase Busch Beer products, helping to grow the customer base of the company.

Busch already has a recognizable face associated with it in Harvick, the 2014 Monster Energy NASCAR Cup Series Champion and is sure to gain even more customers through this promotion.

Check out Harvick in the Monster Energy NASCAR Cup Series this season and always visit Front Office Sports for the latest NASCAR news and notes. Comments or questions? Tweet me @KraigDoremus.

Front Office Sports is a leading multi-platform publication and industry resource that covers the intersection of business and sports.

Want to learn more, or have a story featured about you or your organization? Contact us today.


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