Miller Lite and sponsored Nascar driver Brad Keselowski – winner of last year’s Daytona 500 – are teaming up for the “Get on the 2” campaign, meant to promote Miller Lite while also raising funds for Keselowski’s Checkered Flag Foundation. Fans get the chance to have their photos in a mosaic on Keselowki’s car (which is No. 2) and Miller Lite will donate up to $22,222 to the driver’s foundation.
Anyone of legal drinking age can submit photos of their “Miller Time Moments” (good times with friends and family) to a microsite, and will see their photo on the fan mosaic that will appear on Keselowski’s car during Nascar’s all-star race on May 18th. For each submission, Miller will donate $2 to the Checkered Flag Foundation. Fans can submit photos until March 31st.
Keselowski became hugely popular on Twitter among Nascar fans (@Keselowski) during last year’s Daytona 500, when he tweeted photos and answered fan questions while the race was paused during a fuel fire. His realtime updates during the delay led to 100,000 new followers on Twitter within a two hour period — marking “an evolutionary moment in the sport’s social media history,” according to AdWeek.
Watch Brad Keselowski explain the campaign here: