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Rainier Beer: Hibeernation: Meditation


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Drawing on Rainier Beer’s legacy as a quirky brand loved by outdoorsy beer drinkers, Seattle creative agency DNA has launched the ‘Hibeernation Survival Guide’ - a social campaign designed to help Rainier’s fans stay connected to the outdoors while stuck at home due to Covid-19 stay-home orders. The campaign kicked off with social content featuring the brand’s legendary wild Rainiers – giant Rainier cans with legs - practicing physical distancing while frolicking in the Pacific Northwest wilderness, with messaging such as ‘Normally wild Rainiers travel in packs of six - now they travel six feet apart and you should too.’ The initial wild Rainiers content – repurposed from existing footage – is followed by new content designed to engage fans by showing people creatively enjoying outdoor activities from home. Featuring everything from a kayak run down a set of stairs to a backyard chair lift ride, the content was shot by DNA staff over a weekend and quickly edited for use in social and pre-roll. Fans are encouraged to show how they ‘stay wild’ while at home using the hashtag #hibeernation. The campaign also helps Northwesterners de-stress with a ‘Hibeernation Meditation,’ a six-minute, sensory-rich audio experience that takes listeners on an odd-yet-soothing ‘guided hike through the mountain in your mind.’ Creating social engagement was a critical component of the overall campaign and DNA was tasked with finding ways to create content that would give Rainier fans things to do. One series of posts offers curated lists of Pacific Northwest-inspired movies, books and music to help fans pass the time inside, and fans are quickly adding their own suggestions to the list. DNA is also making daily video conferences more fun with Zoom video backgrounds featuring Mt. Rainier vistas with wild Rainiers frolicking about.

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