Zebras, pandas, lions and gorillas the day after the night before. No, not Planet Earth after party stragglers, but a bunch of new viral ads from Jose Cuervo. The tequila brand has also launched an app to give its 'Who's In?' campaign its next shot.
The ads, er, lionise the role of life's instigators; the people who get the gang together to make things happen.
The Howl app is designed to take that one step further – by letting the instigators get their friends together via a 'howl' to the assembled pack via their phones. Which looks a bit more exciting than just sending them a group text and means the pack can share their location through social channels including Facebook, Twitter and Foursqaure.
There's also a competitive element, something of a latter day top trumps, with pack leaderboards based on speed, endurance, effort and loyalty. That means it's pretty clear who really is the leader of the pack.
“The objective of this app is to give our instigators all over the world a real practical tool to “call out the pack” in a moment of genuine spontaneity,” roared brand manager Anja Weise-O’Connor. “ It creates the ‘Who’s In?’ moment.”
Created by Albion London, the campaign launches in Australia today with Think Spirits, Lava Comms and Dan Stewart spearheading the local marketing push.
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