THE ASK

Following the record-breaking success of Hahn Beerlay 2023, Hahn wanted to take its 2024 campaign to the next level. The challenge: engage more Australians, drive more participation, boost in-store traffic, and ultimately, sell more Hahn beer—all while keeping the campaign simple and fun for their ‘social athlete’ audience.

THE IDEA

Beerlay 2024 brings an even more social spin to the running challenge. This year, Hahn is calling on runners across Australia to team up with their mates to "run for beer and prizes." It's not about the distance—it’s about the fun and camaraderie.

Participants register on the Hahn site, link their Strava account, and join the challenge: run 5km to earn $5 rewards and unlock bigger chances to win as they run with friends. The more people in the group, the greater the rewards. Hahn continues to celebrate the social athlete lifestyle by turning running into a social experience, offering more control over participant data while keeping the focus local to Aussies.