FORT COLLINS, CO — What happens when one of America’s most recognizable craft beer brands sets out to make an unforgettable impression in a crowded marketplace? For New Belgium Brewing and its agency partner Extra Credit Projects (ECP), the answer is a larger-than-life activation that has turned heads, sparked conversations, and engaged
thousands of fans across the country.
Combining bold creativity with immersive brand experiences, the Voodoo Ranger Tanker Tour transformed a 21-foot tanker truck into a rolling tribute to New Belgium’s flagship brand. The nationwide campaign brought together out of home advertising, experiential marketing, gaming, and social media to create a unique audience-first activation that
delivered measurable results and widespread attention.
The Tanker Tour took off in October 2025 and toured five key U.S. cities, challenging consumers to “Empty the Tanker” through real-world interaction. The activation transformed the brand into a traveling spectacle, meeting its core audience on the common ground of tailgates, festivals and live events.
The result was a highly visible, socially amplified experience that drove engagement, reinforced brand distinctiveness, and rewarded Voodoo Ranger fans. The New Belgium team reported more than 10,000 fans engaged in real life events, and more than 19,000 participants in the “Empty the Tanker” challenge. Additionally, the activation garnered 54
million earned media impressions. Plans for a 2026 Tanker Tour sequel are already underway.
For more information about ECP, contact 616.454.2955 or info@extracreditprojects.com.
