Rainier Summit - ‘Nest-Cam’ Product Launch
A new, ‘lighter-not-tamer’ beer from the eccentric Rainier Beer brand deserved more than a typical product launch. So taking inspiration from mesmerizing, live 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 in 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 tiny budgetary weight.
RESULTS: 1.9MM impressions • 315K views • 322K engagements
Watch the case study here 👆, or scroll down 👇for all the bits and pieces of the campaign.
To build hype before the livestream event, we posted this cryptic clip of our nest and its overprotective parent.
Every day during our livestream, we asked fans what they wanted to see.
The next day, we gave it to them.
When excitement was brewing at the nest, we drove eyeballs to the livestream with this ‘tune-in’ video.
Creatives: Lindell Serrin / Saedi Burke