Rainier Beer
Nest-cam Product Launch

Rainier Beer is famous for its weird, old ads featuring larger-than-life 'wild Rainiers' roaming the Pacific Northwest wilderness. As part of a brand re-launch campaign called "Rewild The Rainiers," we were tasked with launching a new "lighter-not-tamer" beer, Rainier Summit. Taking a page from the immensely popular live webcams trained on the nests of eagles, pandas and other wild creatures, we decided 'Why just announce a new product when you can hatch it?' The Rainier Nest Cam was a 5-day livestream, promoted via social, featuring daily polls that allowed Rainier's fans to help decide what wild creatures and special guest stars would visit the nest. At the end of the 5th day, the eggs hatched, revealing Rainier's newest light beer. At which point they were quickly guzzled by all the magical creatures of the wild.

Original URL: rainierbeer.com/nest

Recap Video

Pre-livestream Teaser Posts

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Daily Tune-in Video

Livestream Day-By-Day Events

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