We played into the Medieval dragon which is this beer’s symbol with a social media campaign asking people to ‘Conquer the Fear. Conquer the Dragon.’ We asked people to tell us what they would like to conquer, from these submissions we selected one and Gulden Draak helped him to actually do it. The resulting breakthrough film, of a man wanting to conquer what its like to take a punch, was launched on Facebook to inspire more submissions and more trial. This film features a regular man facing off against a Middleweight Boxing Champion called “The Haitian Sensation.” More films showing people conquering their fear are in the works.

As a true social campaign, this film was launched via Facebook through some paid placement, but mostly through pass along value. We linked the film back to Gulden Draak’s Facebook page where people were invited to tell us what they would like to conquer. In addition the film was pre-seeded with influencers within the craft-beer community. They then promoted the video, and Gulden Draak within their own circles. Beer coasters were distributed in Gulden Draak’s two key markets, Florida and Southern California. The coasters will invite people to write on them and let us know what they would like to conquer. Images of the coasters are then uploaded to Gulden Draak’s Facebook page. From these we will select the subject for our next video.

The resulting video was promoted via Facebook and served as a stand out message for a unique beer. In addition we seeded the video with online influencers in the craft-beer world. Getting them talking up the video and Gulden Draak Ale within their own social spheres. The week it launched it was picked up by Adweek, and The Huffington Post who did a story on the campaign further promoting the film.