In the United States, as in much of the world, people are consuming media differently. With this move toward a multi-screen, on-demand approach to content, brands are constantly on the lookout for fresh ways to introduce their product or service to consumers by creating and integrating content with the platforms favored by their target audiences. Although the media landscape is more fragmented than ever, it’s an exciting time for brands to evolve the way they connect with consumers.

For 1800 Tequila, reaching the millennial male meant leveraging YouTube and Facebook and involving them in the evolution of the 1800 Tequila brand story. We did this by creating a short online film that portrays the characteristics that make up 1800 Tequila’s DNA.

Our online film, which features Ray Liotta embodying the tough, unpretentious attitude of 1800 Tequila, lives on 1800 Tequila’s branded YouTube channel and Facebook page – two platforms favored by our millennial male audience.

Driving additional awareness around our online film are online banners on sports, fashion and lifestyle sites relevant to our audience, Facebook posts to our ever-growing community of fans and optimized search results.

In the first week of the film’s release we received over a million views on YouTube.