901 Silver Tequila enlists consumer feedback in new campaign

ST. LOUIS: The tequila brand founded by musician Justin Timberlake is reaching out to consumers for their advice on its next promotional campaign by launching a contest to generate ideas.

ST. LOUIS: The tequila brand founded by musician Justin Timberlake is reaching out to consumers for their advice on its next promotional campaign by launching a contest to generate ideas.

901 Silver Tequila announced the contest on September 1 to emphasize the brand's name, Kevin Ruder, president of 901, told PRWeek.

“We want to generate ideas but also let consumers know how we're different,” Ruder said. “We're a small brand, we don't answer to shareholders, so we can communicate more directly with our consumers.”

Ruder and Timberlake announced the campaign in Las Vegas. The winner of the campaign will be named “EVP of big ideas” for the company, which is an unpaid position. Participants enter the contest by submitting their ideas and a photo or video illustrating it to the company's Web site.

“This is a way for us to generate content for our Web site,” Ruder added.

It's an effort that is part of a growing trend of companies and brands seeking to further engage their customers by soliciting user-generated content for campaigns, or even for job positions, such as recent efforts by Murphy-Goode Winery and Pizza Hut. Other companies have used social forums, such as Dell's IdeaStorm to garner help from the public.

The promotion is targeting 21 to 35 year-old men and women, the brand's “core” consumers, according to Ruder. The brand is primarily using Facebook, MySpace, Twitter, and its blog to reach this audience.

Additionally, it conducted media outreach that included the trade media, such as direct marketing, PR, and agency publications, as well as celebrity press because of Timberlake's involvement, Ruder said.

Its PR agency, Conundrum Marketing, helped with media outreach, he noted, and its ad agency, The White Space, worked on the creative aspects of the campaign.

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