The Marketing Standard
Mon, 27 Mar 2017 16:02:43 GMT
Bringing to life the idea that “The Tequila Valley is an interesting place,”comes an expanded marketing campaign for Tres Agaves, LLC. from Butler, Shine, Stern & Partners. It features the people and the valley in several new digital and experiential elements designed to enhance the relationship between the consumer and the brand.
These characters and others featured in films created to introduce Tres Agaves, now share their stories through Facebook Messenger chat bots. Consumers will be invited to reach these characters via calling cards being offered on premises that sell Tres Agaves and through the Tres Agaves digital channels. A voicemail and text messages from the three characters will direct fans to the Facebook Messenger experience where consumers can enter to win a trip to the Tequila Valley. The characters even have their own Facebook pages.
“The new elements of the campaign build on the ‘Tequila made in Tequila’ initiative we launched late in 2016 to bring to life the world of Tres Agaves through the people in the town of Tequila,” explained Jay Turner, Marketing Director, Spirits
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For an even closer look at the quirky side of life in the Tequila Valley, BSSP filmed a series of scenes of everyday life in the valley that are featured as ”channels” on Tres TV, a section on the Tres Agaves website.
Viewers get an inside look at the real town of Tequila with a series of short films that take them on tours of selected happenings in the town. There’s a visit to a Tequila plant where we see the process of how agave gets turned into tequila. It even shows how yeast rises in the tequila making process. Or a film that reveals where the dogs go to sleep out of the sun. Or how a street-side taqueria makes magic in a taco.
“Our idea is to invite people into a place that is not well-known – the Tequila Valley and to bring this weird magical place to life through short films shot on location that capture the strange reality of where Tres Agaves is made,” explained Keith Cartwright, Executive Creative Director at BSSP.
The films, the calling cards and the ads feature original characters who live in the Tequila Valley. The agency discovered the individuals through an open casting call in the location and developed story lines around them that gave the town of Tequila a personality all its own.
A key element of the expanded marketing push is the opportunity for a consumer to win a sweep-stakes to visit the Tequila Valley and see for themselves where Tres Agaves is made.
Two additional ads are also being released in conjunction with the digital efforts and can be found on the Tres Agaves website