Promo Products Pump Up El Jimadors Jimi Cup Campaign
In order for a brand to truly connect with its target audience, it must show its authenticity, value and dedication. Last year, Tequila el Jimador, wanted to increase brand awareness in the United States, so it launched a national marketing campaign to grab the attention of consumers. Since el Jimador is an official sponsor of the MLS, U.S. and Mexican National soccer teams, it decided to target consumers passionate about the sport and create a link to the authenticity between soccer and the tequila brand.
The Jimi Cup Facebook contest was so successful that it’s back for a second round in 2013. The contest encourages consumers to log onto the Facebook page and complete a form, describing what would be a “Game to Remember” in 500 characters or less. Ten contestants with the most passionate stories are picked for an all-inclusive trip to Mexico to play in a match alongside former soccer legends from the U.S. and Mexican National teams at Casa Herradura in Amatitan, Jalisco.
Upon arrival, contest winners receive a branded backpack that includes a personalized Jimi Cup soccer jersey and pants set for the match, el Jimador brand information, travel information about Guadalajara and a private tour of the Hacienda San Jose del Refugio.
Along with the Facebook element, el Jimador is promoting the contest through point-of-sale materials including English- and Spanish-language posters, case cards, shelf talkers and table-tents. Members of the media who are attending the match in Mexico also receive an all-inclusive trip plus a gift bag filled with keychains, USBs, hats and other branded items. “Our PR team distributed a press release to our key media from sports to lifestyle, and they’ll invite general market and Hispanic outlets to travel to Mexico to cover the event, interview players and winners and tour the Hacienda,” says Jesus Ostos, brand manager for Tequila el Jimador.
The contest has already received numerous entries and Ostos anticipates receiving many more prior to the May 5 deadline. He says the response from last year’s Jimi Cup was incredible. “Contest winners not only had the once-in-a-lifetime experience of playing a soccer match with their idols and socializing with them in various settings, but also had the chance to visit our distillery to see first-hand the passion that goes into tequila,” Ostos says. “We are committed to creating these special experiences for our consumers.”