Tequila brand el Jimador launched “Take Home the Spirit,” a 360-degree branding program partnering with Foursquare. Soccer fans can connect with the brand through Facebook contests, team-inspired recipes and more. From the press release:
LOUISVILLE, Ky., June 6, 2014 /PRNewswire/ — el Jimador, the official tequila sponsor of the U.S. National Soccer Team and the annual U.S. Tour of the Mexican National Team, announced today the launch of its “Take Home the Spirit” 360 degree program with a unique Foursquare component, a first for the brand. As part of its soccer platform, consumers will have the opportunity to purchase limited edition soccer bottles, participate in social media and in-store promotions including sweepstakes and coupons to prepare for the international soccer tournament taking place in Brazil this summer.
el Jimador partnered with Foursquare to develop a first of its kind “Watcher’s Guide,” to provide fans in 14 cities with a list of bars and restaurants where the Brazil soccer games will be featured. This innovative program marks the first time a spirits brand has used Foursquare to advertise to people at locations where the brand is available. Consumers 21 and older will have the opportunity to win prizes such as flat screen TVs, branded glassware and MNT and U.S. national team jerseys after checking-in through Foursquare at select restaurants and stores or by visiting el Jimador’s website at www.eljimador.com.
Soccer fans can follow el Jimador on Facebook for weekly contests and soccer-related content, including team-inspired recipes and soccer news. During game time, fans will be encouraged to engage with the brand and celebrate the tournament through a text-to-win promotion for a chance to win additional branded prizes.
Furthermore, for the third consecutive year the brand will launch a series of commemorative soccer bottles. Available for a limited time in the Blanco and Reposado expressions, these beautifully designed bottles illustrate a soccer ball through a street art splash stroke effect to comprise the background visual while the bold color strokes across the lower portion of the design reflect the US and Mexican team logo colors.
“Since 2011 the brand has showed its commitment to soccer fans by creating programs that bring out that passion for the game,” said Mark Grindstaff, vice president and group brand director of el Jimador Tequila . “Take Home the Spirit is a unique 360 degree program designed to celebrate the pride, courage and determination each fan has for its national soccer team and el Jimador is once again thrilled to be part of this enthusiasm.”