Voodoo Ranger is a craft beer, born in 2017 and raised entirely on social media. They grew by embracing the absurdity of meme culture, but tasked us with bringing the brand into the mainstream to challenge the more established craft beer brands.
Voodoo Ranger is the fine wine of IPAs, so where better to bring our brand into the real world than Napa Valley - wine country. With a limited budget, we developed an idea that would draw out the NIMBYs of Napa, to help introduce our brand to a new, wider audience.
We needed to create an actual park that felt genuine. Working with Todd White, a highly experienced theme park concept artist, we developed a series of rides and experiences.
Once the park felt ‘real’, we created a fake research company and held a community meeting, where residents could learn more and ask any questions. This was our pitch to the local residents.
They were not impressed. So, we doubled-down, asking for help and support online.
We even went so far as creating a ‘Not in Napa’ activist group - who besieged Napa Valley with protests against the park.
The campaign gained national press coverage, got picked up and spread around social media, but more importantly it fired up the existing Voodoo community, which ultimately drives sales.
