Marketer: Anheuser-Busch, St. Louis.
Agency: Pro Motion.
Twist: To create a hands-on dimension for its sponsorship of Nascar driver Dale Earnhardt Jr., Budweiser created the "Brew Crew Challenge," allowing consumers to compete against one another as if they were members of a real race car pit crew. Participants hop over a wall and race against the clock to change a race car tire using authentic paraphernalia including race suits, a jack and an impact wrench.
Vital statistics: The "Brew Crew Challenge" is making more than 300 stops on its nationwide tour from February through October wherever Budweiser is sold, including bars and all Winston Cup auto races. Participants can win Budweiser