Muskoka Brewery is diving into summer with a new campaign for Summer Weiss, its seasonal brew targeted at adults aged 25 to 45.

With media and creative by Toronto-based Rain 43, and artwork from Toronto’s WL Designs, the campaign relies heavily on social media and includes an Instagram contest that invites consumers to submit pictures of their summer vices with the hashtag #summervice for the chance to win $1,000 from Muskoka Tourism.

The brewery has also partnered with the Weather Network to launch weather-triggered ads on its digital and mobile websites in key markets, including Toronto, Ottawa and London, that will appear during afternoons when the temperature climbs to a certain point. Additionally, the brand has rolled out wild postings in these markets, which are located near LCBOs and Beer Stores.

In-store, Muskoka Brewery is inserting pamphlets into six-packs of Summer Weiss that both promote the Instagram contest and provide a listing of patios in the city that serve Summer Weiss.

Mike Laba, director of marketing, Muskoka Brewery, tells MiC that this is the first time the brewery has invested so heavily in a campaign for a seasonal product. He says it chose this summer to promote Summer Weiss because there has been a recent influx of wheat beers into the market and it was important to position the brand as a locally-brewed option for consumers.

The campaign and contest are currently scheduled to run until July 14, but Laba says that both may be extended depending on their performance over the next few weeks. Summer Weiss will be in market until mid-September.