“Seattle’s iconic Rainier R was one of the more recognizable symbols of Seattle’s unique cityscape. When MOHAI (The Museum of History and Industry) wished to restore and feature the Rainier R in an exhibit, we approached Rainier with a unique remedy to connect with the beverage’s thriving local fan base. We created an interactive micro­site with slightly absurd challenges that Rainier fans could complete to Restore the R. Challenges included shaving an R into their hair, or taking a bath in canned food. With each challenge completed, one light on the old Rainier sign was turned back on. The microsite also hosted an online video that featured subtle visual sym­bols of the R from across the North­west. It garnered enough attention that the video ran as a :60 TV spot as well.”