THE ASK

Hahn sought to engage its ‘social athlete’ demographic with a fresh, interactive campaign. The goal was to give beer drinkers an active, shared experience that celebrated the tradition of post-sport camaraderie, but with a twist: instead of just watching sports, the audience would actively participate.

THE IDEA

Beerlay was launched; a beer-powered relay created in partnership with Strava that challenged Australian’s to collectively run their way toward a 25,000km goal – the equivalent of Australia's coastline. Participants could join 10K, 50K, or 100K challenges via Strava over one month, earning the chance to win exciting prizes like Hahn products, AirPods, or Garmin watches, redeemable through retail partners Dan Murphy’s and BWS. The campaign seamlessly blended fitness, social connection, and the celebratory tradition of enjoying a Hahn beer together.