Rainier fans love their beer, and they really love the outdoors. But with everybody stuck at home due to Covid-19, we had to pivot our successful “Rewild the Rainiers” campaign to help Rainier fans stay wild while staying safe indoors. The “Rainier Hibeernation Survival Guide” was a quirky social campaign designed to entertain, distract and even calm Rainier’s audience.
We launched it with a video quickly produced using existing footage of the majestic wild Rainiers frolicking while practicing good physical distancing.
Then we asked fans on Instagram and Facebook to show us all the imaginative ways they’re staying wild from home using the hashtag #Hibeernation. We put the call out with a video entirely shot and produced by DNA staff shooting with smartphones at their own homes over a weekend.
Meditation and mindfulness audio has been in demand more than ever, so we put Rainier’s quirky spin on it with a 6-minute “guided hike through the mountain in your mind” – also entirely written and produced in-house in a matter of days.
We made virtual happy hours more fun with free Zoom backgrounds featuring our wild Rainiers frolicking in Northwest nature scenes. And we helped people pass the time with curated lists featuring epic movies, books and music based in the Pacific Northwest.