Wednesday, October 5, 2011

New Belgium gave Joy Rides to thousands

New Belgium BicyclesJoy rides are nothing new in Fort Collins, especially for the 3rd largest craft brewer in the country - New Belgium Brewing Company. Recently, New Belgium gave away a lot of cruiser bikes and invited fans to share their experiences. And share they did! The response was overwhelming. The following press release highlights some of the results of this huge giveaway. Were you one of them?

Thousands Share Their “Joy Ride” with New Belgium & 3,000 Cruiser Bikes Hit the Streets to Celebrate 20 Years of Blissful Brewing

Fat Tire Fans Tell Their Tales During National Anniversary Celebration

Ft. Collins, CO, October 5, 2011 - New Belgium Brewing, the third largest craft brewer in the country, honored the 20th anniversary of Fat Tire in a variety of ways this summer, including the extremely successful Joy Ride campaign. As an exercise of reflection over the last two decades, New Belgium asked fans to reminisce about their relationship with Fat Tire. The response was tremendous – by video, phone, on the site and through social media.

Here’s a look at the Joy Ride:

• People flocked to Facebook ( to submit stories and personalize bottle art. In fact, during the campaign period between Memorial Day and Labor Day, New Belgium's Facebook page gained 25,000 new “likes” and 5,882 people downloaded the label art app.
• Approximately 2,900 fans went online to rewrite the label with a personal twist.
• The mobile app was a hit, with nearly 700 iPhone downloads and about 470 Android downloads.
• More than 400 people called 1.866.FAT.TIRE to leave a message about their affinity for the beer.
• About 150 folks submitted their own videos focused on Fat Tire memories.
• Approximately 3,500 people posed in the photo booth in the New Belgium tasting room, creating their own personalized Fat Tire label.
• Roughly 34,000 people nationwide submitted an entry to win a special edition New Belgium cruiser bike.

From all the tales of love, sweat and beers, members of New Belgium’s team selected 105 online winners and ultimately gave away 3,000 special anniversary cruiser bikes in 25 states (all New Belgium markets as of May 2011, except for California due to state rules).

“The Joy Ride campaign was super successful; we loved seeing all the creativity that the Joy Ride inspired,” said Michael Bussman, Social Networking Nerd at New Belgium. “Fan feedback was positive and people really loved the chance to craft their own entries as opposed to just entering a contest.”

About New Belgium Brewing Company
New Belgium Brewing Company, makers of Fat Tire Amber Ale and a host of Belgian-inspired beers, began operations in a tiny Fort Collins basement in 1991. Today, the third largest craft brewer in the U.S., New Belgium produces nine year-round beers; Fat Tire Amber Ale, Ranger IPA, Belgo IPA, Sunshine Wheat, Blue Paddle Pilsner, 1554 Black Ale, Abbey, Mothership Wit and Trippel, as well as a host of seasonal releases. In addition to producing world-class beers, New Belgium takes pride in being a responsible corporate role model with progressive programs such as employee ownership, open book management and a commitment to environmental stewardship. For more information, visit


Related articles:
- Snow Day to replace 2 Below at New Belgium.
- New Belgium to explore Belgo year round.
- Ranger IPA and Dark Heather Saison from New Belgium.

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