New Belgium’s
The Opportunity
How can Voodoo Ranger – a young, irreverent brand rooted in disrupting the craft beer industry – bring their fun-loving and carefree mascot to life in new, creative ways that reach their target audience?
The Solution
Tubi’s Creative Partnerships program features Product Placement opportunities that integrate brands into key moments of stories from a massive library of data-informed Tubi Originals, bringing products to life in ways that are seamless, organic, and creative – all at streaming scale.
Steps to Success
1. We found the perfect moment for Voodoo Ranger to make its streaming debut in the finale of the upcoming season of the hit series The Freak Brothers, which tells the story of 3 freaks played by Pete Davidson, Woody Harrelson and John Goodman as they awaken in the 2020s after a 50 year nap – and also has an audience that perfectly matches with Voodoo Ranger’s target audience.
2. Tubi and The Freak Brothers’ production teams collaborated with New Belgium’s brand team to bring their Voodoo Ranger mascot to life in a scene where he pours his namesake Voodoo Ranger Imperial IPA for the freaks’ cat Kitty, voiced by Tiffany Haddish.
3. Tubi and The Freak Brothers shared co-branded social posts to create awareness and drive tune-in.
The Results
Through this partnership, New Belgium Brewing brought
the Voodoo Ranger directly into content that seamlessly
aligns with their brand, reaching audiences a new and captivating way that feels organic to the viewer.
Additionally, The Freak Brothers one of the top 5 most-watched Tubi Originals during the week of the premiere, bringing a 23% lift in both brand favorability and consideration among New Belgium’s key audience segment.*
*Source: Kantar Voodoo Ranger Brand Lift Study, Aug – Oct 2023
“The thing that excited our media partners was that we could reach our target demo in a much more unduplicated way at scale than what we’ve been able to do in the past,” said David Knopse, Sr. Director of Brands & Innovation at New Belgium Brewing. “We had the demographic fit, we had the psychographic fit, and we had the shared passion point of adult animation. It was a product integration that doesn’t feel forced, and that’s how you build a brand.”
Voodoo Ranger and our Freaks share a lot in common – from classic comic book styling to fun-loving personalities and nostalgic themes – and this partnership proved to be a brand moment that appeals to audiences that share passion points in a unique, fun, and organic way, and will forever be part of The Freak Brothers’ story.
Tubi and Voodoo Ranger’s creative partnership can be seen in the season 2 finale of The Freak Brothers, available right now on Tubi.
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Beer/Alcohol
Topics
In-Show Integration