New Belgium Brewing Co. launched their summer campaign, “Pairs Well With People,” this week with a focus on Fat Tire and the Millennial Drinker. A dynamic media mix including digital, social, web and television will shine a light on Fat Tire Amber Ale while introducing a whole new audience to New Belgium’s flagship beer. Skateboard legend-turned-documentary-film-director, Stacy Peralta (Dogtown and Z Boys, Riding Giants and Bones Brigade), directed a cast of New Belgium co-workers in the 30-second broadcast spots. Slated to run in 12 television markets, those spots will also run alongside a series of 15-second shorts in a 30-state digital overlay covering New Belgium’s area of distribution.
“We believe there is huge opportunity to introduce beer drinkers to the friendly shores of the craft brewing community and to New Belgium and Fat Tire as well,” said New Belgium Brewing branding director, Josh Holmstrom. “There is such a wide variety of new and interesting media to engage with them including social, mobile and digital video.”
The commercial spots were shot over three days in Fort Collins, Colo., this spring featuring brewery co-workers and a soundtrack by long-time New Belgium musical collaborators, March Fourth Marching Band. Cultivator Ads of Denver developed the creative with New Belgium, and Peralta assembled his crew through his commercial production company home, Nonfiction Unlimited.
“One of the most fun productions I’ve been on,” said Peralta. “The company is populated with a large number of wild personalities who work very hard and who take crafting beer very seriously, yet they are very accessible and open – we had access to every physical aspect of the brewery and we were free to set shots up in whatever fashion we chose.”
The campaign’s social elements will feature a Facebook app that allows users to insert a photo into a sharable New Belgium-themed frame, which enters them into weekly drawings to win a custom cruiser bike. There will be opportunities to win a bike on Twitter and Instagram as well. On premise promotions will include beer and food pairings, bike giveaways and postcoaster contests (details at www.newbelgium.com).
New Belgium’s “Pairs Well With People” campaign will run through Labor Day, 2013.