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WirelessDevNet.com Press Release
Buzzd Introduces Mobile Technologies to Engage Consumers
Deerfield, IL. – Beam Global Spirits & Wine, Inc. and Hornitos™ Tequila, a member of the Sauza® family, announced today new technology partnerships with buzzd and BuyYourFriendADrink.com (BYFAD.com) to evolve with consumers’ ever changing needs. Hornitos has found new ways to connect with consumers on-premise and in their daily lives through mobile and product technologies.
• Hornitos is partnering with buzzd and BuyYourFriendADrink.com to offer consumers the opportunity to buy their favorite Hornitos cocktail for friends via mobile phone or email.
• Hornitos is the first spirits brand in the world to introduce the LightPad from Cognifex Ltd., a packaging innovation which offers a lighting solution to make Hornitos stand out in the bar.
• Hornitos is tagging national print advertisements with 2D codes in Playboy with a note to consumers that they can “Scan the code. Get the girl.”
Buy Your Amigo Hornitos
Beginning August 1, 2008, legal purchase age consumers can use their mobile phones (http://Hornitos.mobi) or the Hornitos website, BuyYourAmigoHornitos.com, to send a personalized note and prepaid gift card to friends. Hornitos partnered with BuyYourFriendADrink.com to build this innovative program which allows gift recipients to receive their drink gift via email, gift card or text message. This program launched with 115 participating bars and restaurants in 14 markets across the U.S. and is open to any bar or restaurant that wants to join. The mobile program, powered by buzzd, is the first ever mobile site that allows consumers to buy their friends drinks. With the text messaging capability, users can access their gifts via mobile phone even while at a participating bar or restaurant. Gift recipients can find out which bars and restaurants in their area accept the gift cards/codes either through the website or mobile site, a Hornitos branded version of the buzzd site.
buzzd answers the question “What’s going on around me right now?” and delivers location-sensitive, premium editorial event and venue information, along with up-to-the-minute reviews and ratings from friends and other members of the buzzd community.
Users can also browse and search continuously updated event feeds which include pricing, location and event details as well as the firsthand ratings and reviews posted from the venue by other members. Events and locations are available nationally and aggregated through partnerships with CitySearch, Flavorpill, TimeOut New York and Zagat, with plans to roll out even more content partnerships in local markets. User-generated feedback (or “buzzes”) for real-time activity surrounding venues and events is also aggregated at the top of event listings throughout the platform.
Lighting Up the Bar
Developed by Cognifex Ltd., the LightPad will help Hornitos stand apart from its competitors with attention-getting illumination. Branded stickers placed at the bottom of a bottle are motion-activated to light up the entire bottle when the bartender pours a drink and adjusted for a variety of illuminating effects including flashing and strobe-light effects.
“Hornitos lights up the tequila category with the Cognifex LightPad,” continued Portillo. “Its high-tech illumination feature allows Hornitos to stand apart from the competition. When bartenders pour the tequila, the light activates, drawing consumer’s eyes to the bottle and starting conversations about the brand.”
2D Tagging
Hornitos integrated 2D tagging into a national ad in the July issue of Playboy. By using the scanning program on a mobile phone, legal purchase age consumers can snap an image of the bar code located in the print advertising and be taken directly to a site featuring a bonus picture of Miss July. Consumers can visit m.hornitostequila.com to download the free software for cell phones.
Last year, Hornitos launched one of the brand’s most aggressive advertising and re-positioning campaign in years, supported with a $15 million marketing spend. Hornitos, originally available as a Reposado tequila, unveiled two additional variants – Hornitos™ Plata and Hornitos™ Añejo. With the addition of these two new variants, Hornitos also introduced its “sip, shoot and savor” strategy in direct response to an evolving category and consumer demand for a Hornitos variant for all consumption occasions. “Sip, shoot and savor” educates consumers on the diversity of tequila: Hornitos Plata is versatile enough for mixed drinks; Hornitos™ Reposado can be enjoyed as a shot; and the more complex notes of Hornitos Añejo are slowly savored.
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