Busch Light / Pit Stop Wedding

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Busch Light / Pit Stop Wedding /

Context

The focus of Busch Light’s partnership with NASCAR is to bring passionate fans closer to the sport than they could get with a simple ticket.

Insight

Social listening told us Busch Light fans are big on marriage… but often get exhausted with how long the ceremonies can take.

Campaign

On the weekend of the South Point 400 - which takes place in Las Vegas, home of the fast wedding - we held a contest to give two fans the opportunity to get married in pit lane… during an actual pit stop by Kevin Harvick. A 10-second ceremony followed by happily ever after.

Impact

500 press hits, 2.6+ billion earned impressions, and many coverage “firsts” for the value beer brand, including The New York Times, Late Night with Seth Meyers, ABC News’ America This Morning, and a dedicated segment that aired nationally during NBC’s race coverage. Oh, and it won a Clio Sport!

Production was led entirely by M&C Saatchi creative team with support from Night Shift Studio.