The “cause” portion of this all-in-good-fun publicity stunt is to encourage people to get out and explore our country’s lovely National Forests, while also potentially searching for the secret store. Those who are lucky enough to crack the code will not only get a chance at free beer for life, they will also represent 100 trees that will be planted by the Natural Forest Foundation on their behalf.
This coincides with the company’s partnership with the NFF, who on Earth Day last year vowed to plant 50 million trees in America’s National Forests by the year 2023. While the partnership might sound a little odd, in context it actually makes pretty good sense. This is from the Busch website:
“Whether you fish, hunt, or hike, we at Busch know there’s nothing better than enjoying a crisp, cold Busch outside. So we’re doing our part to ensure these lands stay healthy and vibrant for generations to come by partnering with the National Forest Foundation to plant more trees.”
Cause marketing has been a popular trend for brands in the last few years. As research has shown millennials are more likely to buy from brands who show an interest in the betterment of society, and that’s probably a demographic Busch is eager to reach.
All in all, it’s a fun concept that will hopefully get a few more people out and about this weekend, and ultimately, get a few more trees in the ground. Plus, someone is getting free beer for life! As long as they remember to clean up after themselves, it should be a win-win for all parties involved. Happy hiking, folks.