Kevin Elkmann
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New Belgium Case Study

A routine content audit became an opportunity when we realized that marketing efforts were fragmented across multiple brands. We proposed unifying the message under the umbrella of Tour De Fat, the client’s experiential event that happened all around the country. We wanted to grow that experience into a lifestyle brand that celebrated core principles of our client.

What started as a cacaphony of content becomes a central content hub that consolidates the message into a singular experience for the user.

What started as a cacaphony of content becomes a central content hub that consolidates the message into a singular experience for the user.

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Tour De Fat would also create unique new content like webisodes and music that would be distributed through new channels like Apple TV and Spotify.

Tour De Fat would also create unique new content like webisodes and music that would be distributed through new channels like Apple TV and Spotify.

We would create a digital component that highlighted street art and happenings in cities across the country.

We would create a digital component that highlighted street art and happenings in cities across the country.

A campaign that celebrated individuality and unique creativity would promote the new platforms across print, digital and social.

A campaign that celebrated individuality and unique creativity would promote the new platforms across print, digital and social.

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the result? Happiness and a restructuring of our clients internal marketing team to support the new vision.

the result? Happiness and a restructuring of our clients internal marketing team to support the new vision.