Social Media Marketing Campaigns:

New Belgium Brewing

Find A Ranger

&

Mighty Arrow

By:

Danny Breen

Danielle Ryan

Gina Stewart

New Belgium Find A Ranger Viral Video

Behind Every Ranger Is A Ranger

Beer Ranger Dating Profiles

Find A Ranger Profile: Wells

Find A Ranger Dating Profile

Situation Analysis & Goals

Internal Environment:- Increase Awareness of Ranger IPA- Increase online Social Media presence

External Environment: - Provides a engaging method of communicating with customers- Used Viral Video to attract customers to Ranger IPA

Goals: - Provide location information for customers to find Ranger IPA- Created Events to engage customer

interaction - Draw attention to the Ranger IPA Brand

Target Audience & Tone

Target Audience- Young Beer Drinkers- Loyal New Belgium Customers- Social Media Savvy Customers- Those familiar with original 80’s Dating Video

Tone- “Rangers Pour, Protect and Partake”

- Engaging and welcoming tone to capture

and invite all who wish to participate

MarIMC & Posting Strategy

IMC - Utilizes 3 popular Social Media sites (Facebook, Twitter & Instagram) - Incorporating #FindARanger allows NB to track and analyze mentions and interactions

Posting Strategy- Post 2 to 4 times a day- Pictures of Beer with information- New Releases and Upcoming Events

Engagement & Results

Engagement- Continually post new #FindARanger videos

to keep conversation going

- Customers have opportunities to win prizes

through New Belgium’s Beer Mode App

- Grand Prize is a trip to the NB Brewery in

Colorado

Results- 266,476 views on 80’s Dating Video

- 267,270 users reached in a month

New Belgium Interactive Map

#FindARanger

Mighty Arrow Campaign

- Arrow was CEO’s pet dog- After passing of Arrow, New Belgium and

Outside Magazine partnered up- Users were encouraged to upload photos of

their dogs to NB’s Facebook Mighty Arrow Tab- For each photo or video uploaded, $1 was

donated to Humane Society and Animal Assistance Program

- Donations capped at $10,000- Winners were picked every Friday, prizes were

given out to winners. - Mighty Arrow Ale is now only released during

the Spring in NB’s Variety 12pk.

Mighty Arrow

Target and ToneTarget Audience

- Loyal New Belgium Drinkers- Beer Enthusiasts- Dog Owners

Tone- Very Welcoming and Family Oriented- Emphasized sharing Mighty Arrow Ale with best friends (dogs)

Mighty Arrow

Goals and ResultsGoals

- Create a bond between new and

existing customers- Introduce a new beer (Mighty Arrow Ale)- Increase awareness of New Belgium- Increase online Social Media awareness

Results- Increase likes on Facebook Page

- Users spent about 5.5 minutes on Mighty Arrow tab- Users Viewed an average of 22 photos per visit- Users uploaded over 10,000 photos

Questions?

Work Cited http://keyhole.co

"New Belgium Brewing and Outside Magazine Wrap Up "Mighty" Successful Facebook

Campaign." Marketwire. N.p., n.d. Web. 22 Nov. 2014

New Belgium Facebook Page

http://newbelgium.com

Tuten, Tracy L., and Michael R. Solomon. Social Media Marketing. Boston: Pearson, 2013. Print.

Notes from New Belgium visit by Paula Morris