To promote the release of Busch Light’s special edition fishing cans, we devised a contest called Boatload of Busch. We got a bass boat, packed it to the gills with Busch Light, and built out a bunch of social posts, photos and clues to help followers guess how many cans were in the boat. Repeat guesses weren’t just allowed—they were encouraged.

We were asked to deliver 30k social mentions. We blew that goal out of the water. We also gained the brand thousands of new followers, building out an even bigger Busch Light Army and helping Busch become the most talked-about brand in the Beer and Beyond Beer category on social media.

Talk about a whopper.