Sauza Tequila hopes to expand brand awareness beyond store shelves this summer by reaching its target with some of the liveliest music around.
Downloadable codes linking to the “hottest bands in alternative rock music” will appear on specially marked bottles of Sauza Gold and on scratch cards handed out at on-premise events around the nation. The codes can be redeemed at SauzaTequila.com.
Independent record company EMI Music will provide bands and artists that will perform at various locations across the country as part of the Live All Summer concert series and band showdowns. Aspiring bands in top tequila markets can enter a “battle of the band” for a chance to be the opening act for a known EMI band that will perform during the concert series. A Sauza-branded CD of EMI artists will be used as a premium at the events.
A supporting sweeps at the site and via shelf talkers offers the chance to win one of 200 iriver MP3 players. Sauza Tequila is an Allied Domecq brand. The promotion runs through Labor Day.
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