In the early days of New Belgium Brewing, an Airstream trailer affectionally called the Abbey was commissioned to travel the country to educate and ultimately convert people to New Belgium beers. In a time before social media, the whimsical and majestic Abbey was an excellent way to amplify word-of-mouth advertising and create buzz around the brand. Today the Abbey sits as a center piece at the New Belgium Brewery dedicated to teaching the history of the beer factory.
The New Belgium Abbey
As a nod to the history of New Belgium Brewing and the progressive nature of live streaming and amplifying word-of-mouth content, Backbone and New Belgium worked together to create the BeerStream.
The BeerStream is a live video feed that allows New Belgium’s Facebook fans to engage in real time with New Belgium hosts, Michael Bussmann and Matty Smooth. Monthly BeerStreams feature virtual beer tastings, details on new beers, events, culture and more. BeerStream allows New Belgium to bring the personality of the brewers and the brewery to their fans while encouraging them to take part in the tasting by purchasing a beer and following along – essentially driving an online action (virtual beer tasting) into offline activation (purchasing a beer and following along). The New Belgium BeerStream has gained momentum each month with an increase in viewership and engagement.
Stay tuned for our next BeerStream in February – grab a beer and join in the fun.
Here’s the link: http://bit.ly/nbbstream