New Belgium Brewing Celebrates Those Who Follow Their Own Path With #Zagging Campaign

Beer brand encourages people to showcase their unconventional living on social media, offering a chance to win a trip to Belgium.

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This summer, New Belgium Brewing has been running the Zag On campaign. The social media-focused campaign urges people “who pedal their own path, who zag when others zig” to share their #zagging stories.

The campaign kicked off with a series of videos, entitled “Zealots of Zag,” which highlight the unconventional accomplishments of several people, such as Johnnyrandom, who makes music from found objects, and a couple who made what they call “The Story Bike,” an enclosure on the back of the bike designed to privately record people’s personal stories.

Collectively, the videos have been viewed over one million times on YouTube.

On social media, the brand is inviting people to tag videos and photos which showcase living in an unconventional but purposeful way with the hashtag #zagging.

Tom made fire!! #frictionfire #zagging #riftvalleyskills #primitiveskills #carbondalemountainfair @newbelgium_mountains @newbelgium

A photo posted by Jillian and Sam Liebl (@riftvalleyskills) on

What beer geeks do when the Internet at work goes out #zagging #snapshotwheat #RoadToCicerone

A photo posted by Michelle Snodgrass (@mrsnodgrass) on

The Onion is helping out as well:

There’s also a chance to win a trip to Belgium by creating your own #zagging video, visiting the Summer Zag page (while logged in) or Beer mode app, or by telling New Belgium’s social media traveler, Nic, what you’d like to see him do on the road by tagging posts #MakeNicZag on Instagram, Twitter or Facebook.

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About the author

Steve Hall
Steve Hall is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.

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