Busch Light — Pit Stop Wedding

• Concept

  Love comes at you fast. Scientifically speaking, it can take only one fifth of a second to fall in love. But if love happens so fast, why are weddings so slow? We saw an opportunity to drive brand attention by leveraging the brand’s long-standing NASCAR sponsorship to bring a new level of speed to the painfully slow tradition by throwing the fastest wedding imaginable in a place known for fast weddings — Las Vegas — at a NASCAR race during Busch Light-sponsored driver Kevin Harvick’s pit stop.

  The campaign was executed in two phases. Phase One was focused on garnering earned media coverage for our contest announcing the search for a Busch Light-loving couple ready to wed at NASCAR-speed, while Phase Two brought the execution to life as our winning couple tied the knot in under 10 seconds beside the roaring speedway. The beloved brand mascot, Busch Guy, served as the ordained minister of ceremony, while our couple wore custom “formal” Busch Light firesuits and the bride carried a bouquet of Busch Light beer cans.

  The goals for the campaign were two-fold: First, to garner mainstream, national news and lifestyle coverage beyond endemic NASCAR media, and second, to deliver on the brand’s promise to bring NASCAR fans unparalleled access to the sport. The results were resounding, with over 500 press hits and 2.6+ billion total impressions, and nearly 95% of coverage stemming from lifestyle and national and local media outlets. The campaign led to many coverage “firsts” for the value beer brand, including top-tier coverage in The New York Times, Late Night with Seth Meyers, ABC News’ America This Morning, and a dedicated segment featuring our highly branded video content and messaging that aired nationally during NBC’s race coverage.

• Services

  Creative Strategy
  Creative Direction
  Content Production
  PR Strategy
  Media Relations
  Consumer UGC

• Team

  BYT Productions
  NASCAR

• Discipline

  Food & Beverage
  Lifestyle
  Sport
  Community