Country star Zac Brown surprised the crowd at his Fenway Park concert in Boston by announcing he would give every attendee a free cruise, calling it "the biggest giveaway in history." The gesture came just before he performed his 2021 song "Same Boat" and left the audience visibly stunned, reflecting a growing trend of artists using in-concert surprises to generate buzz and reward fans.

The giveaway is tied to Brown's tour sponsor, Margaritaville At Sea, with which he has partnered to create "Same Boat," billed as the first artist-designed live music venue at sea. Each concertgoer was promised a cruise for two — themselves plus a guest — making the promotion both a fan reward and a marketing push for the new venue.