Project Description
PABST BREWING / RAINIER BEER
FROM PRODUCT LAUNCH TO MUST-SEE DIGITAL EVENT
Industry:
CPG, Adult Beverages
![RainerEggs_Nest_full020722](https://dnacreates.com/wp-content/uploads/2022/02/RainerEggs_Nest_full020722.png)
The Lowdown
Light beer is one of the most ‘established’ of categories. So when Rainier wanted to launch their new light beer, Rainier Summit, we knew we were taking on a crowded category full of brands with massive budgets. Luckily for us, Rainier Beer had a history of quirky ads featuring ‘Wild Rainiers’ roaming the Pacific Northwest wilderness, which fueled an idea that was built to cut through the noise. Taking a page from mesmerizing webcams of wild animal nests, we ‘hatched’ the new beer with a five-day livestream centered on a massive nest full of mysterious ‘R’ eggs and a doting human-sized eagle. We engaged fans daily on social to let them vote on which quirky characters visited the nest, before ultimately revealing the new beer on the last day – creating an epic launch that punched way above its budgetary weight.
IMPACT
1.9MM IMPRESSIONS
315k VIEWS
322k ENGAGEMENTS
![RAI_NestCam_Impact_V1 Nest Cam Results on a mobile phone](https://dnacreates.com/wp-content/uploads/2022/02/RAI_NestCam_Impact_V1.png)