The Purple Team (a.k.a. "Tequila Mockingbird")'s brand hack presentation for tequila from Digiday Agency Innovation Camp - August 25, 2015.

2. PURPLE TEQUILA

3. PURPLE
TEQUILA
ULTRA
PREMIUM
HAND-CRAFTED
AGED 10 YEARS
ON PREMISE

4. AUDIENCE MILLENNIAL
HENRY’S
CHANGING
CONSUMPTION
HABITS
LACK OF
EDUCATION

5. THEN NOW
CHANGING CONSUMPTION HABITS

6. EXPERIENCES > THINGS

7. STRATEGY

8. WE TOOK
OUR TIME
SO YOU COULD
ENJOY YOURS

9. #MYGOODTIME

10. NEW
YORK
SAN
FRANCISCO
HUB OF CONSCIOUS
CONSUMERS WHO WANT
TO WORK & PLAY
FOODIES & THRILL
SEEKERS LOOKING TO
EXPLORE THE CITY

11. THE BIG QUIET

12. CYCLONES
BIKE CLUB

13. FILM NIGHT IN
THE PARK

14. LEVERAGE KEY
INFLUENCERS & TASTE
MAKERS
PRE-LAUNCH
PROMOTE SOCIAL
ENGAGEMENT
PARTNER WITH
LOCAL PUBLICATIONS
PAID SOCIAL TO
ELEVATE CONTENT

15. DEPLOY SOCIAL &
CONTENT CAMPAIGNS
TO SUSTAIN MOMENTUM
POST-LAUNCH
INVITE CONSUMERS TO
POST PHOTOS WITH
#MYGOODTIME
(# THEIR CITY)
3 MONTH PAID DISPLAY
& SOCIAL CAMPAIGN

16. Investment Breakout
Content
20%
Experiential
20%
Social
40%
Mobile
20%
AMPLIFY BRAND EXPERIENCES WITH SOCIAL,
MOBILE AND NATIVE DISTRIBUTION PARTNERS

17. MEDIA
ROLLOUT

18. DID WE
SUCCEED?
OBJECTIVE
INCREASE
AWARENESS
INCREASE
DEMAND AT
RETAIL
TOOL METRICS
Millward
Brown
Placed
Evaluate how campaign
changed consumer attitudes
& brand perceptions
Attribute ad exposure
to online revenue
INCREASE
SALES
INCREASE SOCIAL
ENGAGEMENT

19. CHEERS!