The program was primarily designed to drive online views of social media content, “Make it with A Fireman.” Secondary objectives included maximizing unpaid media impressions (brand awareness) and generating increased sales.
The tour used a customized fire truck, serving as the tour’s centerpiece. Consumers were engaged through random acts of kindness. Well-known personality helped secure PR and social coverage Consumers were encouraged to watch and share the fireman video to see just how easy it is to make a Sauza margarita. Locally-focused social media activities maximized attendance and engagement at each appearance.
- 5,000,000 views of the “Make it With A Fireman”
- 69,000,000 impressions in major newspapers, magazines & online
- 2,623,744 vehicle impressions
- Sauza recognized as one of the Top 10 “Most Talked About Brands” at Blog Her