New Belgium Brewing's http://www.followyourfolly.com Campaign Flourishing and Growing: The Expanding Online Storybook is Sharing Tales with more than 20,000 Visitors per Month

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New Belgium Brewing, makers of Fat Tire Amber Ale, turned much of their 2007 advertising and marketing over to celebrating unique, sustainable business practices, and the integrated web and print approach has seen great success so far. In February, the brewery launched the campaign entitled "Follow Your Folly," featuring people outside the brewery who have found whimsical solutions to environmental sustainability. The print campaign is complemented by an interactive website at http://www.followyourfolly.com, which has become a popular destination, even winning the "Website of the Week" award from Beer Today in the UK.

New Belgium Brewing, makers of Fat Tire Amber Ale, turned much of their 2007 advertising and marketing over to celebrating unique, sustainable business practices, and the integrated web and print approach has seen great success so far. In February, the brewery launched the campaign entitled "Follow Your Folly," featuring people outside the brewery who have found whimsical solutions to environmental sustainability. The print campaign is complemented by an interactive website at http://www.followyourfolly.com, which has become a popular destination, even winning the "Website of the Week" award from Beer Today in the UK.

http://www.FollowYourFolly.com is chock-full of videos, stories and activities, all the while exemplifying passion for sustainability and highlighting those who make a difference. Guests to the site are finding new treasures each visit and more features are continuing to unfold. Everyone should experience the singing troubadour at least once (http://www.followyourfolly.com/folly_new_belgium_brewery.html), and take a peek at people skinny dipping to save the Poudre River (http://www.followyourfolly.com/folly_save_our_rivers.html).

Newly added pages include:

  •     The story of John Anderson, a Northern Colorado organic worm farmer who educates customers about the benefits of composting and worms from his Wormbulance.
  •      A celebration of the upcoming 2007 season of Tour de Fat -- the eco-friendly, traveling bicycle circus that tours the Western United States each summer.
  •     A ride-along with the San Francisco Bicycle Coalition - showing the world what can be accomplished on a bike in the beautiful city of San Francisco. If you have "moderate fitness and average courage," jump on.
  •     Meet Carly Weir and experience a recycling fashion show. See how sustainability can be stylish.
  •     In Mosier, Oregon, meet up with the Merry Tinkerers at Resource Revival who happily rob landfills of bike parts and turn them into furniture, accessories and other cool stuff.

"FollowYourFolly.com focuses outward on those who live a sustainable life and have great fun in the process," said Greg Owsley, Chief Marketing Officer for New Belgium Brewing. "It is a site that aptly marries the whimsical stories with the understanding that these are impactful actions. So many people make a positive impact on the world and we are thrilled that thousands of people are seeing their stories on FollowYourFolly.com."

The Follow Your Folly print campaign can be seen in national publications such as Outside, Men's Journal and Esquire and smaller publications like the Mountain Gazette and 5280. It was also recently announced that the campaign has been selected to be featured in the Exhibit Section in the September/October issue of Communications Arts.

New Belgium Brewing is also creating a Carbon Pinball -- Reduce your Footprint game and a new and improved http://www.newbelgium.com website, so stay tuned.

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ALICIA HASSINGER
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