New Belgium’s Voodoo Ranger is a brand known for its eclectic point of view in an otherwise stuffy craft beer industry. And with the release of a limited edition beer, “Juicifer,” they’re taking their fan love to the next level. We created a collaboration between Voodoo Ranger and a tattoo shop (appropriately named Little Black Church) to reinterpret the brand’s skeleton mascot into four unique pieces of tattoo art. Then asked fans if they were willing get the tattoos and "spend eternity with Juicifer".
We launched each piece of art into the world with a short documentary about the piece and its creator. The 5 part series touched on the artist's point of view and interpretation of the Juicifer character. The videos themselves were released on Instagram over a 2 week period—driving fans to sign up for a chance to win their favorite one. In the end over 600 people signed up to get the tattoos, and on a fateful day in August, four "lucky" winners traveled from all over the country to get tattooed inside New Belgium's taproom.
Each custom piece of art was also promoted on social and used to drive interest and engagement in the program.
The event itself took place inside New Belgiums tap house - with each each tattoo taking about four hours to complete. The winners were pumped. And apparently so were we; in the production of this program executive producer Christian Silberbauer went under the needle to fill out some b-roll for Episode 3. Rachel Block, a copywriter on the work, was so inspired she returned to Little Black Church a week after the campaign to get her own tattoo—not of a skull … but of a carrot.
The activation was a glowing success. In a 2-week time period we saw an exponential increase in follower growth on Voodoo Ranger social. The limited campaign had a reach of nearly 400K, created over 1 million impressions, 6K unique engagements, and over 600 entrants willing to brand themselves forever. It also garnered the brand some earned media including a full expose in the art section of Clio's Muse platform.
Fact and Fiction:
Rob Lewis- Creative Director
Brock Johnson- Creative Director
Rachel Block – Copywriter
Christian Silberbauer - Executive Producer
Travis Reeb- Director of Account Services
Luke Martin- Account Manager
Jes Cervantes- Social Media Manager
Jacob Glazier – Director of Photography
Boston Heath – Content Creator
Jacob Glazier, Boston Heath, Ben Pickett – Editorial
Ellyn Church – Producer
Colin Stein – Production Coordinator
Little Black Church
Patrick (Fish) King
Adam Van Duetekom
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