Brazil's legislation imposes and faces several limitations regarding the advertising of alcoholic beverages, specially when the product involves alcohol content exceeding 13%, which is the case of Jose Cuervo tequila. It is not possible to offer cultural contests or promotions, making difficult to take a real experience with the brand to the target audience.

Investing in branded content on social networks seems to be the best way to bring the spirit of the brand to consumers in the form of content that entertains, excites and catches the interest. Jose Cuervo Estoy Dentro Vegas web series was the perfect solution and the results just proved it.

1st phase:

On Instagram, Twitter and Facebook, participants posted pictures in real time, using the hashtag

#CuervoEstoyDentroVegas. All people could see six sides of the same trip.

On Foursquare, tips were created in all visited venues, indicating drinks and activities with Jose Cuervo’s persona.

On brand’s Facebook page, the public could vote for a challenge that would be done by the participants. Best rated was "Be the best man/ bridesmaid of unknown couple’s wedding in Vegas."

2nd phase: when the public was already eager to know more, a web series with 5 episodes was launched on YouTube.

The campaign achieved all objectives and exceeded the initial goal of 5 million people reached, even with a very limited budget.

The audience was very engaged, resulting in a perception of the concept. We had 740.749 engagement actions. They asked for longer episodes, and commented the desire to taste Jose Cuervo products shown in the web series. Only instagram achieved 539.416 engagement actions.

Videos have reached more than 2.206.882 views. This means an investment of less than BRL0.09 for each view.

We achieved more than 5.708.633 million people without counting the PR effort.