Dragon’s Milk Beer Awakens the Fire with Retro-Inspired Adventure Game
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DNA's video game 'Raid the Dragon’s Hoard' features sweepstakes that rewards players with real treasure, including a life-sized throne made from bourbon barrels
Seattle agency DNA was sent on a heroic quest on behalf of Dragon’s Milk Bourbon Barrel-Aged Stout - to find a way to awaken the dragon fire within the brand’s most fervent fans. The agency was awarded this treasured assignment from New Holland Brewing Company, after besting several other agencies in a joust to the end.
Six weeks later, Raid The Dragon’s Hoard was born, a retro-inspired online adventure game created by DNA, with a built-in sweepstakes that rewards players with real treasure – including a life-sized throne made from bourbon barrels and the highly sought after holy grail for gamers, a new PS5.
Over two days, 19th - 20th December, players can enter the Castle and navigate through caverns and caves, facing off against goblins, alchemists and other tricky foes. Once they master the maze, they meet their final foe, the Dragon. Their fate (and potential for prizes) depends on the time-tested roll of the D-20 die.
“Our goal with this work is to create a new way for the brand’s loyal consumer and potential fans, to deepen their connection with Dragon’s Milk through an experience with cultural impact,” explained Noel Nickol, DNA creative director. “Our beer drinkers are huge gamers who bring Dragon’s Milk with them almost as a badge of honour to game nights. What better way to celebrate that game-verse than to create a world with Dragon’s Milk at the centre and a Dungeons and Dragons allure.”
DNA wove classic and modern pop culture references throughout the game. As with other Big Game releases, the initiative's pre-launch kicked off yesterday by an influencer-led social media effort. Along with a one-of-a-kind bourbon-barrel built throne, and PS5, prizes include chain-mail neck ties, a first-edition Dungeon Master’s manual, and a variety of Dragon’s Milk merchandise.
“This initiative goes way beyond what a traditional ad campaign can do by creating an interactive world embedded with the lore of our brand, that our consumers can engage in and even win prizes,” said Dominic Bergquist, brand manager, Dragon’s Milk. “Dragon’s Milk is a bourbon barrel-aged stout that is for adventurous beer drinkers, and we know this original campaign will really capture their attention.”
Raid The Dragon’s Hoard can be played on mobile devices or desktop. DNA created the game in less than six-weeks, developing the game experience, the challenges, game flow, sharing functionality and story lines all while working remotely. The coding was done by TRBL in Michigan, New Holland’s web development partner.
The game will be promoted with paid social media running across Facebook, Instagram and Twitter. Gamers will be able to sign from 14th December to be alerted when the game goes live on 19th December. To win, players must complete all levels of the game and roll a die.
CLIENT: New Holland Brewing Company, Dragon's Milk
Vice President, Partnerships, Pabst Brewing Company: Keith Cunningham
Vice President, Marketing, New Holland Brewing Company: Arturo Rojas
Brand Manager-Dragon's Milk, New Holland Brewing Company: Dominic Bergquist
President: Chris Witherspoon
Executive Creative Director: Steve Williams
Creative Director: Noel Nickol
Senior Art Director: Lindell Serrin
Senior Copywriter: Kai Neddersen
Chief Strategy Officer: Christine Wise
Senior Data Strategist: Rob Scherzer
Business Practice Lead: Jeremy Hoders
Senior Project Manager: Maggie Boler
Production Company: DNA/Petting Zoo
Head of Creation and Content: Gabe Hajiani
Senior Integrated Producer: Maddy Giordano
Animator and VFX Artist: Nicolas Gomiero
Studio Manager: Mike Quirk
WEBSITE DEVELOPMENT: TRBL
Founder, Designer, Developer: James Mikrut
Operations Manager, Designer, Developer: Sean Zubrickas