PBR (Professional Bull Riders) creating buzz in calling "BS" in DC

[Wwcd]

3. This is quite a genius Ad Campaign. "projected to generate five million impressions." ++

SNIP

Joe Favorito, a professor of sports management at Columbia University. “What’s really great about the campaign is it plays no politics, and speaks to a pretty clear theme for both sides of the aisle.”

The ads are projected to generate five million impressions. Social media and radio chatter promise millions more.

Fans are encouraged to snap and share a selfie with the advertisement tagged to @PBR for a chance to win tickets in the “shark cage,” one of the most exclusive and extreme seats in sports, located on the dirt in the middle of the bull riding playing field where a CBS camera is stationed.

Additionally, four iHeart Radio stations in the D.C. area are running a “Call 'em on their bullsh*t" promotion. Listeners who call out their friends and family on their BS whoppers on the air will have a chance to win free tickets to the Fairfax event.

When the campaign broke on DC metro transit, PBR saw an immediate spike in ticket sales for the Fairfax event, including dozens of employees in the Pentagon, according to Ellen Newberg, SVP of Live Event Marketing.

“Generating awareness is our number one goal in marketing PBR in D.C., and we’re hoping to catch lightning in a bottle,” Newberg said. “The ad execution looks fantastic, and we’re excited about the growing social buzz.