The High West Whiskey Prairie Dash
Open the game- Brand
- High West Distillery
- Year
- 2021
- Objective
- Awareness
- Industry
- Food & drink
- Mechanic
- Runner
- Platform
- Mobile web
- Agency
- makemepulse
- With
- MullenLowe U.S.
Objective
High West Distillery launched a mobile game in June 2021 during Great Outdoors Month to support American Prairie conservation and engage outdoor enthusiasts and whiskey drinkers. The campaign aimed to build brand affinity while raising awareness and funds for land preservation in the American West.
Solution
Prairie Dash is a mobile quick-time challenge game played from the pronghorn's perspective. Players hold their thumbs down to accelerate toward the pronghorn's top speed of 61 mph while navigating obstacles including ducking under landowner fences, clearing debris, and dodging bison herds. Higher scores earn more entries into a sweepstakes for a $15,000 grand prize trip to Park City, Utah. High West donated $1 to American Prairie Reserve for each game played, capped at $50,000 total contribution. The campaign featured celebrity influencer Josh Holloway and was developed by makemepulse and MullenLowe U.S.
Results
The High West Whiskey Prairie Dash campaign ran during June 2021 and won FWA (Favorite Website Awards) recognition. High West contributed $1 per game played to the American Prairie Reserve, with no public disclosure of player counts or engagement metrics.
