VOODOO RANGER | IPA Action Park
Voodoo Ranger is a craft beer, born in 2017 and raised entirely on social media. The brand grew by embracing the playful 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 media budget, we developed a creative idea that would draw out the NIMBYs of Napa, to help introduce our brand to a new, wider audience. Napa Valley say hello to the Voodoo Ranger IPA Action Park!
To kick things off we needed to ‘create’ the actual park. We worked with Todd White, a highly experienced theme park concept artist, to bring our ideas to life. These visuals were used to promote the park, as well as forming the basis of the community meeting presentation.
Once the park had been developed, we began promoting its arrival in Napa Valley. A short, targeted campaign encouraged local residents to visit our site or call the number to learn more.
Once the park felt real, we created a fake research company and held a community meeting, where residents could learn more about our proposal 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.
