Tincup launches Backcountry Adventure campaign

American whiskey brand Tincup has launched its Backcountry Adventure campaign to encourage consumers to “seek out extraordinary experiences”.

Tincup has released a film that tracks six mountaineers through the Rocky Mountains

The Backcountry Adventure campaign includes television spots, a digital short film, experiential activations and a consumer contest that gives whiskey fans the chance to win a mountain experience in the town of Tin Cup, Colorado.

The digital film forms the backdrop of the campaign and tracks the journey of six mountaineers as they climb 13,437 feet above sea level in the Rocky Mountains.

Created in partnership with New York creative agency Dead As We Know It, the film tracks the journey of adventurers Renan Ozturk, Sam Elias, Shayd Johnson, Nathaniel Atakora Martin, Isaac Johnston, and Max Lowe.

Ozturk said: “The mountains give me inspiration and purpose, and I’m excited for people to get a glimpse of our epic adventure together at 13,437ft and hopefully be inspired to tackle a trip of their own.

“Adventure, storytelling, and meaningful relationships are real values in my life – and whether you dream of summitting Everest or embarking on a hike, I’m proud to stand with Tincup to inspire more adventure.”

As part of the campaign, Tincup has also launched a competition for whiskey fans to join Ozturk on an expedition to the Rocky Mountains in August. To be in with a chance of winning a spot in the expedition, drinkers should share a compelling mountain story to Twitter or Instagram, tagging @tincupwhiskey, and using #YourMountainAwaits and #Contest in the post.

Five winners will be invited to Colorado to meet Tincup founder Jess Graber and undertake their own backcountry adventure, an off-road excursion to the town of Tin Cup.