Hahn – a low calorie Australian beer – wanted to engage their Social Athlete audience in an new, interactive way.

Give 18+ beer drinkers an out-of-the-box active experience that could enjoy with friends that highlighted the exciting tradition of celebrating together afterward a sporting event…but rather than watching, they wanted their audience to partake.

Beerlay, a beer powered relay created in partnership with Strava that challenged Australian’s to collectively lace up their sneakers and run, walk, hike or crawl their way toward a 25,000km goal – the equivalent of Australia's stunning sunburnt coastline. The Beerlay campaign, created by Hahn and VMLY&R was brought to life with retail partners Dan Murphy’s and BWS, giving those partaking the chance to win a wealth of prices.

To compete, Strava users can opt-in to take part in a 10K, 50K or 100K challenge over the next month, where participating relay-goers using the Strava app have the possibility of winning prizes ranging from Hahn product, to AirPods, to Garmin watches, redeemed via retailers Dan Murphy’s and BWS. The campaign will ran for 1 month, with anyone over the age of 18 able to partake.

The challenge prompted participants to collectively run 5+ laps around Australia.

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