Busch Hid a Pop-Up Shop Deep in a National Forest. Can You Find It?

You could win free beer for life

Freschhhh from his foray into wedding officiating, Busch Guy Gerald Downy heads back into the woods for a contest that gives fans a chance to win free beer for life—if they can locate a Busch pop-up shop (actually, "Pop Up Schop") hidden "deep inside one of this nation's great national forests." 

The big reveal is coming this Friday, July 19. Until then, Busch's Twitter account will release a series of clues to help fans find the venue, which will operate for one day only: Saturday, July 20. 

In this video, Downy explains the promotion, and even introduces a livestream: 

Ha, it's an actual stream with water and rocks and stuff. Great gag, Mr. B!

Everyone who makes it to the shop will get a crack at the Busch-for-life grand prize. Folks can also win National Park passes, a cabin getaway for four and a branded cooler. Suds will flow, and koozies and flannels are free for the taking.
Busch has also pledged to plant 100 trees in a National Forest for each visitor. (This brand is all about the nature—remember its "Tree-Roll" pre-roll?)

And of course, Downy will be on hand to greet schoppers. Maybe he'll even help folks tie the knot, who knows? 

Here's the first clue, which seems pretty easy to decipher:

"We wanted to take the concept of the traditional pop-up shop and flip it on its head in a very Busch way," says Daniel Blake, senior director at Anheuser-Busch. "Busch has the best fans out there who are always up for a little challenge, so we know they'll be out in the forest finding our hidden Schop. The chance win beer for life also doesn't hurt!" 

Lucky Generals devised the promotion, with M&C Saatchi Sport & Entertainment providing publicity.


Client - AB InBev 
Agency - Lucky Generals
PR Agency - M&C Saatchi Sport & Entertainment
Production Company – Lucky Generals 
Director – Kelvin Hutchins
Post Production - The Mill & Lucky Studios
Campaign Name - Busch Pop Up Schop

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