Altos Tequila Mexican Wave
Free margarita giveaway consumer promotion.
What we did
- Consultancy
- UI Design
- User Experience Design
- User Customer Journey Formulation
- Promotion Development
- Custom CRM Integration
Altos Tequila is an award winning tequila, made from 100% blue agave grown in the highlands of Jalisco in Mexico, and was officially launched in the Australian market in 2022. Despite tequila being a well known ingredient in margaritas, tequila brand recognition is not quite as strong.
Altos wanted to use World Margarita Day to boost brand recognition and awareness while also driving trials and data capture. Jennifer Wilmott, Senior Digital and Trade Advocacy Manager at Pernod Ricard Australia, led the project which was based on previous iterations of drink redemption campaigns. Having now partnered with RBU on several drink redemption campaigns, Jennifer says the team was “absolutely blown away” with the results.
“Internally, we’re saying ‘that based on the success of the campaign there's a huge appetite to do this again”
Campaign quick stats
The campaign mechanic
From the 7th of February to the 7th of March 2023, the campaign encouraged consumers to register to win a trip to Mexico, and gave out 10,000 free Altos margaritas at participating venues. After registering, consumers were encouraged to share the campaign with a friend to create a ‘Mexican wave’.
Tracking the ‘wave’ of the share mechanic was a technical challenge for the campaign. Existing share mechanics are unable to discern how far the share goes, or if it’s actioned by the person receiving it. Tracking how many times a “share” button is clicked does not always equal a promotion being shared by the consumer.
Altos wanted to record high quality data, such as:
- Anonymous sharing statistics;
- Additional entries to win the trip to Mexico;
- How far did a wave travel once started;
- What was the conversion from receiving a share through to redeeming a drink.
Tracking to this level introduced preventative measures to stop the system from being abused through one individual sharing with the same person multiple times. This is where RBU was brought in.
RBU’s level of expertise was a real game changer for us in terms of how we got around that shareability, and it showed in the results we had. The RBU team really gets it, they get how to adapt a program to suit our business needs. They’ve been incredible to work with.
Jennifer Wilmott
Senior Digital and Trade Advocacy manager
Pernod Ricard Australia
The longest wave visualised and explained
Starting from the first user:
- 9 different waves were created;
- The lengths of the waves are 2, 8, 11, 14, 17, 21, 21, 22 and 27;
- The total users combined across the 9 waves is 143 users;
- The average length of the 9 waves is 15.9 users;
- There are 36 unique users involved in this wave section.
