MARKETER: Jose Cuervo
WHERE TO FIND IT: www.cuervo.com
CRITIQUE: In case you don't already associate drinking and football, Jose Cuervo has launched its third annual "Call Jose Cuervo at Halftime" contest to coincide with a major contest in late January-which they can't legally name. Our sources say that it will take place during the Super Bowl.
Visitors to a special area of the site (www.cuervo.com) can play a cute Shockwave football game starting this week, and enter the contest during halftime. The winner will be notified during the third quarter and will win a trip to the Republic of Cuervo Gold-an actual Caribbean island owned by the marketer.
Of note is the fact that Cuervo is backing this with its first ever online ad campaign. It has purchased banner space on Yahoo!, Hotmail and Excite and is running a series of ads (one with the tagline, "Most people head to the bathroom at halftime . . . Head to the Caribbean") now until game day.
Cuervo has enjoyed increasing success with this contest in past years and hopes to double the traffic this year. Since it can't run ads on the event itself, Cuervo is making an end run to the end zone and might just score some sizable numbers.
WHO CREATED IT: Blue Dingo Digital, New York (www.bluedingo.com)