Dragon’s Milk Stout - ‘Raid The Dragon’s Hoard’ game
A dragon-themed, bourbon-barrel-aged stout is not for everyone. But for ‘beer nerds’ and nerds who love beer, it’s the holy grail. We engaged this unique audience with a fantasy adventure as dark as the beer it’s inspired by: ‘Raid the Dragon’s Hoard’ - a classic ‘80s video game with a twist: it’s the first dungeon crawler where the treasure is real. Winning gamers won everything from a chainmail necktie to a Playstation 5. Along the way, we picked up a One Show Shortist and a National ADDY in the Gaming/VR category.
RESULTS: 12+ min avg time on site • 63 pages per visit • 10% of visitors shared w/ friends
Watch the case study video 👆here, or scroll down 👇for all the bits and pieces of the campaign.
Our trailer got beer nerds foaming at the mouth for the two-day event.
We teased out some of the game’s retro game screens,
and posted daily countdowns to get fans ready for the two-day event.
We sent hype kits designed as retro video game packages to beer and gaming influencers, and encouraged them to share the event with their followers.
Once the dragon’s gate opened, we kept the stoke levels high to get fans to join in on the adventure.
Real-life prizes, ghoulish bosses, and a fierce dragon.
A buzz-worthy adventure, indeed.
Creatives: Noel Nickol / Lindell Serrin / Kai Neddersen / Rob Scherzer
