Jose Cuervo Seeks to Delay End of Summer
CuervoNation, the loyalty arm of Jose Cuervo tequila, has started a tongue-in-cheek viral marketing campaign to delay Labor Day until Sept. 23, the official end of summer.
Ostensibly, the campaign seeks to enroll consumers between the ages of 21 and 29 who wish to put off the end of the summer season. But the effort, which is being touted though magazine advertisements, online advertising, and on bottles of the product itself, ultimately will serve to augment the company’s 80,000-name database. The firm hopes to add between 10,000 and 15,000 names, according to Maria Mandel, vice president and director of DraftDigital in New York, Draft’s online division.
Consumers are invited to sign a virtual petition located at www.cuervonation.com, and to encourage friends to follow suit. The individual who persuades the most friends to sign on will receive a prize package that includes cash, a mini-stereo, a gas grill, margarita mix and other gifts.
The company has been collecting consumer information for about a year, said Sam Chadha, global integrated marketing manager at parent company Jose Cuervo International. When folks sign up for the program, they are asked a variety of demographic questions and a few about their tequila consumption habits (how often and in what form, such as straight up or in mixed drinks).
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