SweetWater Brewing

Integrated Campaign Advertising Sweetwater art direction

Hunting Mythical Creatures in New Regional Markets
Outside the SweetWater distribution area, and the minds of some particularly rabid brew fanatics, SweetWater beer is relatively unknown. As the company continues its slow creep across the United States, it needs to build interest in each new market before it gets there. The solution is a real-time, content-creation powered tease campaign that is tailored to each market. As every state has its own set of mythical creatures, a hunt for those creatures would make each campaign unique.

Let’s look at SweetWater’s introduction to Oklahoma through the tracking the legendary Deer Woman. Saturating the OOH market with the website address and the #TrackingTheDeerWoman hashtag invites customers to join our master tracker, Russ Simms, and his rag-tag crew of adventurers as they begin documenting their exploits on social media in real-time in Oklahoma. Starting August 28th, lucky Oklahomans may spot Russ throughout the state during the hunt. Russ will interview various local officials, celebrities, and elders as he digs into the research, always quickly posting it online. Whenever the crew camps for the night, fireside chats will be hydrated by SweetWater’s fine beer, but no specific attention will ever be called to it.

While the hunt may appear to be motivated by the usual George Mallory “Because it’s There” reasoning, in actuality, it will turn out to be a quest for the mythological creature’s approval of SweetWater beer and its entry to the Oklahoma market — all of which will be revealed after some weeks of tracking. Celebratory “Deer Woman” themed parties, hosted by Russ, will pop up across the state in the following days as various watering holes begin carrying SweetWater on tap.

Russ Simms performed by Ian Hills

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