Dragon's Milk: Raid The Dragon’s Hoard

Craft beer brand, Dragon's Milk, created a brand experience perfectly tailored to its core audience with the Raid the Dragon's Hoard campaign in the USA.

Campaign details

Brand: Dragon's MilkBrand owner: New Holland Brewing CompanyEntrant company: DNA SeattleMarket: North AmericaSector: Beer & ciderMedia channels: Gaming & in-game advertising, Merchandise & free gifts, Social media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

As a small craft beer brand, Dragon's Milk – a bourbon barrel-aged stout, proved that capturing hearts and eyeballs away from industry giants is achievable even with limited budget through sharp strategy and a highly captivating brand experience. Challenged by a lack of understanding of our...

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