Tour De Fat

From the Colorado based New Belgium Brewing Company comes an innovative cause marketing campaign designed to promote beer and burn off the associated calories.

OK, maybe these two things don't go together perfectly, but we'll give them props for doing good things for charity.

Through Labor Day, the company will be giving away a bike a day, as well as hosting an eleven city bike tour which will promote environmentally friendly communting and helping charity. Although the giveaway promotion is free, the Tour De Fat isn't.

From AdAge.com: The Tour de Fat has raised more than $1 million for bicycle nonprofits since it began in 2000. It was honored this year at the Cause Marketing Forum's Cause Marketing Halo Awards, winning the gold award for best environmental/wildlife campaign.

Sounds like everyone's a winner all around. Even better, they also make a great product - Fat Tire - that has previously been the beverage du jour on Colorado skiing trips for yours truly. We'll keep supporting them and their cause. And registering for the new bike as many times as we can get away with.

Read the AdAge article here: http://adage.com/goodworks/post?article_id=137619

PS - they also have a sweet website, featuring the giveaway bikes that employees get as a one year anniversary gift. Nice.