Degree Men launched its own platform in August of 2011, The Adrenalist. Its mission was to associate adventure, extreme sports and racing with the Degree Adrenaline product series.

The Adrenalist was charged with integrating brand spokesman and star of the Discovery Channel’s ‘Man Vs. Wild,’ Bear Grylls, into content. Aware of the popularity of the Bear Grylls meme, “Drink my Own Piss,” a satirization of an infamous episode of his show, The Adrenalist decided to participate in a Reddit “Ask Me Anything” live Q&A with Bear Grylls.

The AMA featured selected questions answered from Bear in real time, spawning several other threads about the Q&A on Reddit, and widespread industry coverage, including an in-depth study from Mashable.