FT. COLLINS, CO. — New Belgium Brewing and Outside magazine today announced the results of its tremendously successful Mighty Arrow campaign focused on doggie love. In addition to raising $10,000 for local canine-related non-profit organizations, the social media partnership raised the bar for future Facebook campaigns. The collaboration was in honor of Mighty Arrow, New Belgium’s spring seasonal named after Arrow, New Belgium CEO Kim Jordan’s collie who “ran the brewery” for years.
This progressive Facebook partnership between a media outlet and an organization offered a unique social media experience for friends, fans and followers of the brewery and magazine. During the campaign, people were asked to submit favorite videos and pictures of their furry pals and weekly winners received either recycled Frisbees, dog collars made from recycled tire tubes or a year subscription to Outside magazine.
New Belgium and Outside magazine donated one dollar for each picture and video uploaded — and the numbers illustrate the level of engagement by their collaborative fan bases. Some exciting figures from the campaign include:
- More than 10,000 images were shared by dog lovers on the Facebook page
- Visitors spent an average of 5:30 on the application
- On average, people viewed 22 pages in the dog gallery per visit, compared to the industry average of 5 page views
The $10,000 raised will be split equally among the Humane Society of Larimer County in Ft. Collins, CO, where New Belgium is based, and Assistance Dog of the West in Outside magazine’s hometown of Santa Fe, NM.
“We’re delighted with the success of our recent Mighty Arrow campaign focused on content, collaboration and engagement,” said Bryan Simpson, New Belgium spokesperson. “We had fun connecting with dog lovers across the country and, more importantly, we have collectively put money into programs to care for animals in need. Many thanks to all who participated.”