In 2016, Busch Beer returned to NASCAR as a sponsor for Kevin Harvick and the No. 4 car race team. We were tasked with extending the current “Here’s To Earning It” campaign into a racing program executed in retail, experiential and social media. Along the way, we determined the brands relevance to racing and its consumers, how the brand can differentiate itself from other sponsors, and how our current campaign was connected with racing culture.
Following our, “When It’s Done and Done Right,” model for the everyday campaign, we focused on the authenticity and visceral nature of racing. The final imagery was intended to feel smoky, gritty and, overall, not as clean and perfect as the other sponsoring brands. We wanted to develop a look that fans could enjoy and anyone could appreciate if you like to get your hands dirty. Also, unlike other brands, we focused on not only the driver, but various members of the pit crew and team as well. The communication is consistent with the brand voice, but the design elements have evolved slightly to better reflect racing. Stripes and angles were applied to the layout to add a visual detail familiar to race fans and to create a sense of motion.
During the process, I directed the photoshoot with Kevin Harvick, the No. 4 car and other team members. I also led the brainstorms, helped guide the overall direction, and executed or directed other team members when developing tactics and elements for retail, experiential, social media, out-of-home, and bars and restaurants.
Burnout display with a Kevin Harvick stand up, burnout topper and base wrap, and a tire tread floor decal.
Pit stop display with a pit stand display enhancer, pit crew stand ups, floor decals and a replica smiley pit box sign.
Racing display that utilizes packaging to create a track leaderboard. The sides feature actual race team numbers with the No. 4 team in the lead. The top displays a base wrap, while a second stack of beer holds a racing topper.
On race weekends, the brand could partner with a local race market gas station for mock pit stops. Our pit crew would fill the gas, clean the windows, and check the tire pressure for every car that stopped at the no. 4 pump.
Busch brand ambassadors at-track would promote the rewards program by offering free points for every Harvick top 4 finish.
Brand relevant activities were presented for the at-track activation area. In this case, instead of utilizing a standard timed tire-changing station, our brand could have a timed keg tapping station.
The fishing and other programs would be introduced periodically into the activation area to help with each promotion.
BAR & RESTAURANT ELEMENTS
Elements include: neon sign, racing schedule poster, stringer pennant, metal buckets, full-size car hood sign, and a metal wall sign.
Photography by Nate Holtberg