What it had to solve
Awaken the dragon fire within the stout's most fervent fans with an experience of cultural impact, built in under six weeks, working remotely, to launch around the Big Game window.
The idea
Send fans into a retro online dungeon crawl — castle, caverns, goblins, alchemists, a final dragon — where their fate and their prizes ride on a single D-20 die roll.
How it works
Playable on mobile or desktop over December 19-20, 2020, with sign-ups from December 14; a built-in sweepstakes rewarded finishers with real treasure: a life-sized throne made from bourbon barrels, a PS5, chain-mail neckties, a first-edition Dungeon Master's manual and merchandise, promoted via paid social on Facebook, Instagram and Twitter.
What it did
The material records no player numbers; the stated goal was deepening fans' connection through an interactive world embedded in the brand's lore, beyond what a traditional ad campaign can do (brand manager Dominic Bergquist).
Background
Seattle agency DNA won a pitch from New Holland Brewing to create a new way for Dragon's Milk Bourbon Barrel-Aged Stout fans to deepen their connection with the brand. Six weeks later — built entirely remotely — Raid the Dragon's Hoard launched: a retro-inspired online adventure game with a built-in sweepstakes.
Playable on mobile or desktop over two days, December 19-20, 2020, the game sent players into a castle and through caverns and caves against goblins, alchemists and other foes, ending at the Dragon itself — where their fate and prizes depended on the time-tested roll of a D-20 die. Classic and modern pop culture references were woven throughout, with a Dungeons and Dragons allure at the centre.
The treasure was real: a life-sized throne made from bourbon barrels, a PS5, chain-mail neckties, a first-edition Dungeon Master's manual and Dragon's Milk merchandise. An influencer-led social push preceded launch, with paid social across Facebook, Instagram and Twitter; coding came from Michigan web partner TRBL. Brand manager Dominic Bergquist said the initiative went beyond traditional advertising by creating an interactive world embedded in the brand's lore.
Why it lands
The game builds on an observed behaviour — fans already bring the beer to game nights — instead of inventing an interest for them.
A two-day window and a dice-roll finale make the sweepstakes an event, not a form fill.
The prize list stays inside the mythos (barrel throne, Dungeon Master's manual), so even the sweepstakes markets the brand's character.
What you can take
When your drinkers already have a subculture, build inside it rather than beside it: the brand lore, the game mechanics and the prizes should all come from the same world.
Since then
The material records the December 2020 launch and promotion. No participation figures appear in the source.
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