Dropping a deliciously outrageous theme park into the heart of Napa Valley.
Professional theme park designers created a 136-acre park with rides named after Voodoo Ranger beers.
Local ads celebrated next-gen spring break potential, 25,000 watt sound system and on-site RV park with free septic.
Protests by Not In My Napa Back Yard turned up the heat. Street teams circulated petitions to stop the park.
Finally, a representative from a fictional PR company pitched the park to residents at the local Elks Lodge.
The London Times, SF Chronicle, Fox, Food & Wine and others drove over a billion total impressions, growing the brand over 26% while the category experienced a 7.7% dip.
Voodoo Ranger is not likely to be the official beer of Napa any time soon, but it spoke to millions of beer-loving iconoclasts with a better sense of humor than elite whine country connoisseurs.
With: The DCX team plus Claire Wyckoff, Jeff Eaker, Superbloom House Productions, the Napa Chamber of Commerce and many others.