Provide a can’t miss social activation idea that makes consumers want to engage-with, talk-about, and share social content from the Busch brand and Kevin Harvick’s #4 Ford: during the entire week of the Darlington and Talladega 500 stock car races, and during the races!

Busch has been present in the sport of NASCAR since 1979, solidifying their racing roots at these two historic tracks. Now they want to take over the Social Buzz for the entire week that brackets these two historic races.  

Your social activation idea should NOT be limited or focused on a single video idea.  There is an entire week of stock car racing fun and a ton of history to play with here.  The best ideas will make those who aren’t in town for the races feel like they’re there; and also make those that are there pull out their phones and tablets to have fun on their screens with their friends all over the world.  Connect NASCAR fans to each other via Busch, racer Kevin Harvick, angler Kevin VanDam, and these amazing races...and you’re there. 

Note: We will also conduct Community Voting on the Concepts. You will be limited to three submissions during this phase; after your third submission you will see a link to the voting page. 

Your social activation idea should get NASCAR Fans to talk about Kevin Harvick’s #4 Ford during the Darlington and Talladega week & weekends, as well as during the races, through content and digital experiences that also connect them to Busch Beer. Also consider Kevin VanDam (#1 Angler In The World!) for your activation ideas.

Tell us your social activation idea in 500 characters or less. Feel free to add PowerPoint or images if you feel they help illuminate the concept and make it come to life.  

PLEASE: Don’t simply give us an idea for an online video or TV commercial.  (You won’t win!)

--Audience:

Your target audience is made up of big NASCAR fans.  The median age is about 39.  Usually he or she (and yes, it’s mostly he) will be a LURKER on social media -- but during this incredibly important NASCAR week, these folks will be using social media to stay close to the action and to get MORE (information, fun, interaction) from the race.

--Key Creative Considerations:

• Your activation idea needs to be social-first.  Facebook, Twitter and Instagram drive the most buzz across social. So how can Busch get people ’Booking, Tweetin’ and ’Gramming about Kevin and the #4 Busch car during the races?
• Consider Influencers: Well, for starters, how does the brand use Kevin Harvick’s social channels during the week of the race to help amplify their message? Who else can play a role??
• 1:1 Communication: How can Busch use their community managers (real people who will be tuned into your activation and the race) to engage with consumers already talking about the race -- and/or involved with your cool idea? 
• Your race ideas can be tied together or vary for each race.  Your strategy can go either way.  If you’re going with two different ideas -- consider the following about the Harvick #4 design for each race...
• Different Races, Different Car Designs: 
  • For the Darlington Race, Kevin’s #4 will have the equivalent of a "throwback jersey," with visual cues from both Cale Yarbrough’s car from the 80’s and the Busch Stallion from the Head to the Mountain TV commercial.
  • For the Talladega Race, the paint scheme is inspired by the new Busch "outdoors" can, in partnership with Realtree camo. Talladega provides a chance for Busch’s investment with Realtree, with angler Kevin VanDam, and their fans’ love of the rugged outdoors to come to life at one of Nascar’s biggest events!
• As an overarching message umbrella, remember that Busch "celebrates those who stay true to their name."

This Project will be worth a total of $1,050 and consist of a Concept Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: CONCEPT – Tell us your Concept in 500 characters or less. The THREE most compelling Concepts will be selected as Winners and each receive $350.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

6. Limit 3 submissions per member, per Phase.

7. You must be at least thirteen (13) years or older to enter.

8. In the event that fewer than 50 Concepts are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

9. Winners must complete the standard Tongal W-9, Winner Affidavit, and IP Assignment.

10. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.