Deschutes Brewery is embracing its rainy Oregon roots with a social activation supporting its Fresh Haze IPA.
The campaign, developed with Digital Kitchen, introduces a "beer cloud” that stands nine feet high and can empty a 50-gallon keg in under three minutes. This structure is also accompanied by a comedic weatherman who delivers live weather updates on Instagram and Facebook.
Leading up to the project, the campaign introduced localized weather reports across social media to tease the “brewing storm,” and the live reporting around it.
“For a brand to break through with a stunt, it needs to be leveraged beyond just its physical location," says Aaron Feiger, group creative director, Digital Kitchen. "We used social media to turn a weatherman getting drenched in beer into a live, comedically newsworthy event.”
The experience has traveled to the Great American Beer Festival in Denver and five locations in Portland, Ore., generating over two million impressions on Facebook and Instagram, and hundreds more in-person interactions with people posting selfies with the cloud.