New Belgium Brewing’s “Enjoy the Ride” campaign wrapped up on Labor Day after a summer full of bike love and storytelling. The campaign, which started Memorial Day weekend, awarded 2,500 Fat Tire cruiser bikes and the three-month campaign grew fan engagement by tens of thousands, making it the largest social media experience to date for the brewery.
The Enjoy the Ride campaign was a blend of Fat Tire love, the enjoyment of life, passion for bikes and socializing. Some social media highlights include:
- New Belgium grew its Facebook fan base by approximately 50,000 fans and several “Enjoy the Ride” posts received upwards of 10,000 likes, with one post reaching nearly 24,000 likes.
- Twitter followers increased by about 10,000.
- More than 2,000 tagged posts on Instagram featured #enjoytheride.
- Thousands of people chipped in on Twitter, using the #enjoytheride hash tag, sharing stories and vying for a Fat Tire cruiser.
To coincide with the 20th anniversary of Fat Tire last year, New Belgium asked fans to submit personal Fat Tire stories during its “Joy Ride” campaign. For this year’s “Enjoy the Ride” campaign, New Belgium went through those entries and published more than 2,800 stories on packaging, point of sale materials and online. Twenty-four personal tales also appeared on the side of Fat Tire bottles.
The company adds that New Belgium friends also visited www.newbelgium.com in droves to read the collection of fan-authored stories, create “beer-a-mids,” and much more. Across all New Belgium markets, local Beer Rangers shared bike love by hosting store giveaways and events. In addition, many people downloaded free New Belgium apps, available for both iPhones and Android phones.
New Belgium also enjoyed the ride by joining the USA Pro Cycling Challenge as the event’s official beer sponsor. New Belgium added flavorful commentary along the 600-mile journey, Tweeting (@NBBProChallenge and @NewBelgium), blogging, and sharing videos and pictures (Instagram handle: @NBBProChallenge) from the route.