Jose Cuervo Celebrates Independent Spirits

NEW YORK DraftDigital has launched an online promotion for Jose Cuervo that encourages consumers to put “a face on their independent spirit,” for a chance to win a trip for two to the island of CuervoNation in the Caribbean.

The “Face of the Nation” contest, which runs through the end of July, lets visitors to CuervoNation.com upload any photo and bring it to life by animating it and making it speak.

After contest entrants upload a photo, they are prompted to answer the question, “How are you an independent spirit?” Their response is then incorporated into the image, and users can e-mail it to their friends.

The interactive effort is a part of the tequila brand’s new “Celebrations” promotion, which is CuervoNation’s unique spin on traditional U.S. holidays, such as the Fourth of July. Cuervo’s first holiday is called Independent Spirit.

The two main objectives of the online program are to drive brand awareness and customer acquisition.

“By experiencing CuervoNation.com and the ‘Face of the Nation’ contest, we feel we will increase brand awareness and favorability and ultimately purchase intent for the product,” said Maria Mandel, vice president, director of interactive marketing at DraftDigital, the interactive arm of Interpublic Group’s Draft in New York. “By capturing user information, we can determine which consumers are part of our core target audience and develop a relationship with them over time.”

More than 30 million online ad impressions will run on Yahoo Photos, Shockwave Photos, Tribal Fusion and other properties over the contest’s duration, said Mandel, adding that radio ads will also drive people to the site.

DraftDigital has worked with Jose Cuervo for more than three years, developing Curevo.com, CuervoNation.com, online advertising and e-mail marketing campaigns. Omnicom Group’s Arnell Group handles general advertising for the brand.