Deschutes Brewery
#ChaseTheHaze
Integrated Campaign / Stunt / Social Content
Part live stunt, part social media activation, we helped America’s largest craft brewers launch their first canned hazy IPA, Fresh Haze – one of their biggest launches in years.
We built a machine that made it rain IPA and teamed up with an improv weatherman who reported on the juicy downpour sweeping the nation across social media.
Targeted Weather Reports
In order to spread the news of the impending storm, we released targeted social ads across key markets.
Social Teaser Video
Leading up to this once-in-a-lifetime moment, our improv weatherman reported on the hazy storm as it was barreling towards the Pacific Northwest.
Streaming the Stunt
When the storm made land-fall in Portland, our weather machine was there raining Fresh Haze IPA across the city. We used Facebook and Instagram Live to track the storm as our weatherman interviewed bystanders and online participants used our tech to rain down on thirsty locals.
In addition to creating 30+ pieces of content for Instagram and Facebook Live, we filmed :30 Youtube spots that we used to target key markets.
Youtube :30s
#ChaseTheHaze
To The Pub
The party continued into the wee hours as we installed an electric cloud sculpture at Deschutes’ Portland pub. Each time someone ordered Fresh Haze IPA, a switch activated a thunderous downpour.
