Partnering with the National Forest Foundation (NFF), Busch invited fans to participate in an outdoor scavenger hunt for a chance to win a year’s supply of beer (or cash equivalent).
Six medallions were placed on different trees in national forests throughout the country. On September 25th, Busch (@BuschBeer) tweeted clues once an hour from 12-5 pm EDT, each one sharing the location of a marked tree. All participants needed to do was follow Busch on Twitter, wait for the clues to be posted, hike out into the wild and battle to be the first one to find the treasure. The first ones to find each of the medallions and follow the instructions found in the video on Busch’s Twitter page were the grand prize winners. The partnership doesn’t stop there – Busch and the NFF have made it even easier to get involved by simply buying specially marked beer packs where a portion of the cost goes as a donation to the NFF or not skipping their pre-roll video ad, resulting in the NFF planting a tree for each full view.
Not only is the concept of a scavenger hunt exciting and the prize worthwhile, but the campaign allowed for more active Twitter followers and constant two-way communication between the brand and its fans. Many people used #BuschintheForest to tweet questions and send pictures in real time as they started on their journey. Along with the social media boost, Busch successfully chose a partnership that made sense and allowed participants to feel as if they were supporting a cause that matters.