It Rains Beer In Deschutes Brewery Campaign

Deschutes Brewery is embracing its rainy Oregon roots with a social activation supporting its Fresh Haze IPA.

deschutes_brewery

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.

from Media Post: https://www.mediapost.com/publications/article/326158/it-rains-beer-in-deschutes-brewery-campaign.html?edition=111245

Advertisements

2 Comments

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.