New York, NY – March 27, 2017 – Posterscope USA, a leading Out-of-Home Location Marketing specialist, has launched a new campaign that uses data to direct thirsty New Yorkers to the best place in the city to grab a Voodoo Ranger, from New Belgium Brewing’s portfolio currently available in New York City bars.
The OOH campaign is utilizing 50 strategically selected LinkNYC digital screens around the city and the agency’s Liveposter dynamic creative platform to drive awareness of Voodoo Ranger and ultimately serve the most effective ad possible. New Belgium Brewing task forces will be on the ground, going from bar to bar measuring and updating beer availability in real time, ensuring that the creative seen on the screens directs thirsty consumers to where the beer is well stocked.
The campaign is also utilizing Google ‘popular’ times’ data for each bar. And in the event there is no nearby watering hole serving Voodoo Ranger, or Google says it’s not quite “beer o’clock,” the screens will promote the Drizly.com mobile app and website where the beers can be ordered online for delivery.
“Perhaps the most innovative aspect of this campaign is that we are capturing what’s happening in bars, integrating with data from other sources to, in real time, provide the most useful call to action for audiences on the street,” said David Gladding, Associate Director, Digital Creative, Posterscope. “Driven by data, the content seen on the LinkNYC digital screens at any given time will be relevant, compelling and timely, ensuring that no one misses out on the action.”
Another element of the campaign is the creation of specialized creative content that will be displayed around holidays and special events. For example, as the March Madness basketball tournament progresses, the Voodoo Ranger character will appear on the digital screens making remarks about the latest tournament upsets and outcomes.
“The reactiveness of this channel is what really drew us in,” said Kevin Darst, Digital Manager for New Belgium. “Super-targeted messaging is no longer just for the online space, now we get to play with that in the out-of-home experience as well.”
The first round of Posterscope’s campaign for Voodoo Ranger is currently running across New York City through April 2nd. A second 3-week campaign will kick off on May 15th.
Posterscope is a full service out of home communications specialist with 700 people in 48 offices across 27 countries. US offices include New York, Los Angeles and Detroit. Posterscope is at the vanguard of cutting edge developments in OOH such as digital, programmatic, and OOH interactivity. Clients include: General Motors, Mastercard, Disney, The Home Depot, Red Bull, Adidas among others.
About New Belgium Brewing:
New Belgium Brewing, makers of Fat Tire Belgian Style Ale and a host of Belgian-inspired beers, is recognized as one of Outside Magazine’s Best Places to Work and one of the Wall Street Journal’s Best Small Businesses. The 100% employee-owned brewery is a Platinum-level Bicycle Friendly Business as designated by the League of American Bicyclists, and one of World Blu’s most democratic U.S. businesses, and a Certified B Corp. In addition to Fat Tire, New Belgium brews fourteen year-round beers; Citradelic Tangerine IPA, Citradelic Lime Ale, Voodoo Ranger IPA, Voodoo Ranger Imperial IPA, Voodoo Ranger 8 Hop Pale Ale, Dayblazer Easygoing Ale, Tartastic Lemon Ginger Ale, Sunshine Wheat, 1554 Black Ale, Bohemian Pilsner, Abbey Belgian Ale, Trippel and a gluten-reduced line, Glutiny Pale Ale and Glutiny Golden Ale. Learn more at www.newbelgium.com.
Media Contact: Greg Kalish GK Communications for Posterscope USA 516-665-3292