BEHY

BEHY: A portal to
the Hydraverse

Branding

Engagement marketing

Gamification

Transmedia activation

Canada

When BEHY approached HAUS OF PARK, one thing was clear. The goal was not just to create a brand, but to create an ecosystem—a place for a community to take shape and grow, where BEHY founders could give something back to consumers.

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With our extensive knowledge in brand lore and transmedia, HAUS OF PARK went to work creating a strategy that emphasized community, aligned for the unique needs of Gen Z and Gen Alpha.

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Building a movement
around the brand.

Meet the Hydraverse: an immersive platform allowing consumers to dive deep into the world of BEHY.

The Hydraverse lives as an exclusive hub for the BEHY community, populated with extremely captivating, interactive content. Think quizzes, games, behind-the-scenes interviews with the brand’s three founders, health tips, social media challenges, and more, each an opportunity to solidify the bonds between brand and consumer.

But this is just one piece of the puzzle. Although the Hydraverse is an online community, the key to unlocking it can only be found offline.

Growing a brand
into a community.

This compelling content is accessible via a scannable QR code located on each BEHY bottle. When scanned, the code takes consumers to a random piece of Hydraverse content, creating an element of surprise in every bottle.

The Hydraverse meets consumers wherever they are, in a highly engaging way.

Scanning the QR code on each BEHY bottle connects consumers to the online platform where they can find exclusive content.

Think quizzes, games, behind-the-scenes interviews with the brand’s three founders, health tips, social media challenges, and more.

We also created an Instagram gamified filter contest where people were encouraged to get moving and collect hydration points for a chance to win a grand prize.

“We wanted to create a playground for young consumers where they and the brand creators alike could come together, play, have fun, and find their inner everyday hero.”

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Creating an immersive
brand universe.

HAUS OF PARK not only met BEHY’s goal of building a brand, from the name to the brand identity, with deep roots in its community. But we also took it even further by creating an immersive, interactive new universe for consumers to join, leveraging our expertise in brand lore to deliver a multifaceted, immersive brand experience.

Making consumers
a part of the story.

In today’s market, branding is more nuanced than it’s ever been before. It’s not enough to tell a story; consumers must be a part of that story as well.

For BEHY, HAUS OF PARK was able to leverage our expertise in brand lore and transmedia to create a unique brand experience for consumers, building a community through interactivity and immersing them into a new, hyper engaging brand universe.

BEHY: A portal tothe Hydraverse

Building a movementaround the brand.

Growing a brandinto a community.