Jose Cuervo has launched its second annual Cuervoton campaign, a multi-faceted reggaeton-themed effort that combines online video pop-up ads with a sleek micro-site. The thrust of the campaign is the search for the next big reggaeton group.
Performers are invited to upload their original material to the site for consideration by the panel of judges, while regular users can browse the uploaded material and download MP3s. The winning performer or group will walk away with a recording contract from BMI records.
The video pop-up that appears on Batanga's lifestyle channel, among other places, is a high-energy clip that features some live footage of reggaeton performers doing there act in front of a lively audience. The tagline for the campaign is: “It's your shot, make it count,” which refers simultaneously to the contest and to the method that many consume the potent liquor.
In 2006, tequila sales to the Hispanic market topped all other spirits, according to Nielsen Scantrack/Liquor Track. Jose Cuervo's agency of record is WingLatino.