A kayak running down a set of stairs and a backyard chair lift ride are two new pieces of content shot by staff at the Seattle-based agency DNA staff over a weekend to keep client Rainier Beer in the minds of drinkers.
The “Hibeernation Survival Guide” social campaign continues the brand’s quirky tone by suggesting how people can creatively enjoy outdoor activities at home by posting some examples before asking others to submit their own adventures to the brand’s social media accounts. The intent is to spark viral interest and word-of-mouth.
The entire effort was produced by DNA’s in-house production company Petting Zoo.
This campaign is a quick pivot since the agency and brand were about to embark on year two of the “Rewild the Rainiers” campaign that follows brand mascots known as the “Rainiers Wild” crew — giant Rainier cans with legs — as they explore urban environments, such as gyms and stores.
In addition to the low-budget pieces of new content, the agency has re-purposed existing footage of
the Rainiers into videos. One shows them practicing physical distancing while frolicking in the Pacific Northwest wilderness. The spot ends with the message such as “Normally wild Rainiers
travel in packs of 6 - now they travel 6 feet apart and you should too.”
Another series of posts offers curated lists of Pacific Northwest-inspired movies, books and music as well as a six-minute “sensory-rich audio experience” taking listeners on an odd-yet-soothing “guided hike through the mountain in your mind.” Zoom users can download video backgrounds featuring Washington State’s Mount Rainier adorned with the can heads, along with some pictures of river streams.
The campaign will appear on social channels including Instagram, Facebook and YouTube and is supported through programmatic media buys that also include banners.
“When you have a brand that’s named for a mountain and a legacy for good times, it’s important to bring people ideas for lighthearted ways to enjoy the outdoors at a time when those activities are limited,” explained Nick Reely, VP Marketing at Rainier parent company, Pabst Brewing.
“Hopefully, our take on Hibeernation activities inspires our fans to have a bit of fun, as well as a laugh.”