New Belgium Brewing’s Summer ‘Fat Tire Experience’ campaign celebrates unexpected pairings

New Belgium Brewing launched its 2014 Pairs Well with People summer campaign, which highlights the Fat Tire Experience. The campaign has a mix of TV spots, digital videos, hidden talent discovery, story sharing and weekly prizes. The campaign runs now through Labor Day.

The TV spots celebrate bicycling’s “underground” scenes from bike jousting to junkyard cyclocross racing and even Fat Tire-loving Chopaderos with surprises of their own. To see the spots, visit the New Belgium Brewing Fat Tire Experience website.

“This year’s Pairs Well with People really showcases summertime communal fun and the bike communities who have long championed Fat Tire,” said Melyssa Mead, creative director at New Belgium Brewing. “They may live right at the edges of mainstream bike culture, but they’re also really innovative risk takers you’ll remember. Through our site and social channels, we’re inviting everyone to experience unconventional bike tales, to meet up with us at summer events and to take advantage of the many opportunities to win.”

Social Media and Website Elements

Discover Hidden Talents: By answering a few basic questions about (“I’m happiest with a _______ in my hand,” “My spirit animal is a __________” or “You’ll never catch me wearing ________”), New Belgium will pair you with a Fat Tire experience. Some examples include bike jousting, cyclocross or bike dancing.

Embrace a Round of Bike Jousting: The Fat Tire Experience brings bike jousting to mobile phones through a fast-paced, multiplayer game, which users can download for Android or iOS. The game puts players in the bike seat to play against friends.

Read Inside Stories from Outsiders: New Belgium will collect and share stories about groups of interesting people finding unconventional uses for bikes while following their passion.

Win the Fat Tire Experience: For those who want to win prizes, all you have to do is create or log into an existing New Belgium account and read, download or share Pairs Well with People content with your networks. Doing this will give you opportunities to win plenty of cool prizes from coolers and Hydro Flask growlers to the grand prize: a chance to ride with the Chopaderos and be a VIP at the Tour de Fat 2014 in San Diego.