New Belgium (Ft Collins, CO) is launching a summer campaign dubbed “Pairs Well With People,” complete with Fat Tire focused tv spots. The idea is to capture a new generation of fans of the flagship beer. Skateboard legend-turned-documentary-film-director, Stacy Peralta (“Dogtown and Z Boys”, “Riding Giants”, “Bones Brigade”), directed the New Belgium staff in the :30-second broadcast spots. (Available below.)
“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 spots were filmed over the course of 3 days in Ft. Collins, and features music of the March Fourth Marching Band. The campaign has a strong social element too, including a Facebook App that will allow uses to insert photos into New Belgium themed frames. Users will be entered in a drawing to win the infamous New Belgium cruiser bike. Look for promotions on Twitter and Instagram too.
The “Pairs Well With People” campaign will run through Labor Day, 2013. [Full Details]