Rock n' Awe - Cabo Wabo
When Cabo was still about rock n' roll, this is how we treated loyal fans like rock stars.
Cabo Wabo Tequila was in a state of transition, moving on from its Sammy Hagar identity and turning itself into a premium brand that represents the rock n’ roll lifestyle. The challenge: Create an experiential campaign that lets consumers experience the rock n’ roll lifestyle, without relying on music or celebrity endorsement.
Concept
The Rock n’ Awe experience was three days for winners to party like they were rock stars on tour, but without the burden of actually having to play a show or instrument.
We flew winners into LA for a night of decadence on the strip. They then hopped on a bus that drove to Las Vegas overnight. When they arrived, they received VIP access at the casinos and bars to do as they pleased. Finally they hopped on a private plane and landed in Cabo San Lucas for a private beach party.
The Rockin' Sweeps
Winners were selected through a digital sweepstakes. The fun part was how we conducted entry at sampling events: Consumers gave us their “rock star name.” It was created by combining their middle name with their school’s mascot. (For example, mine would be Johnny Thundering Herd).
My Specific Contributions:
Developed the original Rock n’ Awe tour concept
Assisted in the development of the sampling engagement tactic
Wrote all content and copy for the program
This was such a success, it became a flagship portfolio piece for the brand
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