Objective​

• Drive brand awareness and fandom by creating a unique mobile tour that leverages partnerships in college sports and with the National Park Foundation.

 

Strategy​

• Design and fabricate a vehicle in the likeness of a can of Bush’s beans, and develop a mobile tour around partnerships with college properties, the National Park Foundation and other platforms.

• Support with sweepstakes awarding a once-in-a-lifetime experience at Big Bend, Grand Teton, and Smoky Mountain National Parks.

• Drive earned media through targeted outlet coverage of the CANper launch and continued pulsing as it hits the road around other partnerships.

• Supported via a dedicated social media campaign to drive sweepstakes entries and garner more earned pickup via virality of the CANper concept.

• Incorporated owned CANper assets into experiential engagements across other partnerships, including multi-functional use of the CANper as a cornerstone component of fan activation spaces.