Success Story:
Selling Out of Busch Light and Generating Record National Social Media and Press Attention for the Valero Alamo Bowl
 

The Valero Alamo Bowl’s 2018 match-up between Washington State University and Iowa State University promised to be historic in terms of attendance and enthusiasm.

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Because Iowa (home state of one of the teams) is a major sales hub for Busch Light, the popular beer brand joined as a sponsor to increase sales and strengthen connections with a key sales market.

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To generate buzz for the game on the national stage, and to drive beer sales for sponsor Busch Light, the Valero Alamo Bowl and two local businesses joined with Busch Light to jointly sponsor an MC500 Media Car™ campaign leading up to and during the game. 

We designed a multimedia campaign to attract fans, get big buzz for the game, the teams and the game's marquee sponsor, Busch Light. 

 

• Because the Busch Light team wanted transportation for its marketing team and mascot, The Busch Light Guy, we designed and wrapped a Chevrolet Suburban. Each side featured one of the football teams, and the back of the SUV featured a Busch Light marketing message tailored to fans.
   

• We provided transportation services to the Busch Light brand marketing team and its mascot including airport transfers and to and from key events. 
   

• Strategic placement of our media car in high-visibility, populated locations (hotels, airport, the Alamo, pep rallies and popular bars/restaurants).  

 

• “Street Team” event marketing, representing all four organizations as brand ambassadors: engaging with the public, taking photos with the car, distributing promotional items and driving social media. 

Our Media Cars 500™ Street Team was deployed into the streets of San Antonio to interact with fans on the streets, at hotels, at activation events and at the stadium on Game Day.

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• More than 5,000 fans—individually and in groups—were photographed with the car, including 2,000 photos our staff photographer took.

 

• We distributed—and immediately ran out of—thousands of promotional stickers distributed on behalf of Busch Light. 
   

• The Media Car™ was featured in news outlets including ESPN, KASI Sports Radio and the San Antonio Express.  
   

• Our media car was featured as a key element of Busch Light’s social media campaign (#buschsafehouse), receiving national media attention. As a result of the campaign, San Antonio achieved record sales and nearly sold out on Game Day and the 2018 Valero Alamo Bowl had its highest level of social engagement to date.  
   

• Our car was mobbed by enthusiastic fans almost the entire time it was out in public view!