advertising 101... make it go viral, and beer companies have gotten some really thorough advertising to stick in the collective pop culture consciousness that way... the newest is to give a job seeker a race car vinyl wrap to display their resume on

During the Super Bowl, Anheuser-Busch brand Natural Light, "Natty Light" to enthusiasts, ran a commercial advertising a competition in which they gave away $1,000,000 to help 25 lucky drinkers pay off their student debt. The marketing strategy caught the eyes of thousands of Americans with student loans, and brought attention to the increasingly universal issue of college debt.

More recently, Natty Light shifted their focus towards job-seekers by offering to print one winner's resume on a NASCAR racecar. Today, the company announced that the winner is Briar Starr, an aspiring sports journalist who reportedly graduated from Emporia State University in 2018 with a bachelor's degree in communications.

Starr, who lives in Burdick, Kan., won the contest and will have his resume wrapped around Chris Buescher’s No. 37 car during Sunday’s South Point 400 race in Las Vegas. That includes his photo, email address and phone number.

The idea and execution are through the excellent advertising agency M and C Saatchi of London.
Maurice Saatchi once summarized it so: "Year one, 11 people in a room. Year ten, biggest agency in Britain. Year 20, biggest advertising agency in the world." (yep, I've been a fan of their work)

https://www.kansascity.com/sports/spt-columns-blogs/for-petes-sake/article218128125.html
https://www.cnbc.com/2018/09/10/meet-the-recent-grad-whose-resume-is-plastered-on-a-nascar-car.html