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Teteo Tequila, Interscope Records reach out to urban Android users

Mexica Inc.?s Teteo Tequila and Interscope records are among the brands targeting users of the new Club Droid application for Android devices.

Urban entertainment content provider UrbanWorld Wireless and music label Interscope Records partnered to launch Club Droid, which combines technology, lifestyle and urban entertainment news. Teteo and Interscope are both running in-application promotions for club members.

?Teteo's strategy behind partnering with UrbanWorld and Club Droid is to implement an impression marketing campaign and undo the brainwashing that the best tequila is the one that costs the most,? said Isaac Guillen Jr,, president/CEO of Mexica Inc., West Covina, CA.

?We want to help artists, DJs and others connect with their fan base and allow fans to feel connected to their favorite artist without having to empty their pocket book on tequila," he said. 

?Urbanword's Club Droid App offers us an amazing opportunity to reach out to the Urban and Nightlife Scene like never before," he said.

Teteo Tequila is a family-owned and operated tequila brand. Teteo (pronounced "teh-tay-oh") means "of the Gods" in Nahautl, the language of the Aztecs. 

Interscope, Geffen and A&M Records unified on Jan. 1, 1999. Interscope Geffen A&M Records is a part of Universal Music Group, the world?s largest music company.

Headquartered in Los Angeles, UrbanWorld Wireless (UDub) is a full-service content provider/aggregator and digital entertainment network geared toward the urban lifestyle market, with global distribution.

Its services are currently delivered to a worldwide subscriber base of nearly 4.6 million.

Xtify powers Club Droid's location-based push notifications.

Teteo taps Club Droid
Club Droid is a free application for consumers ages 21 and over available now on the Android platform, providing a mobile VIP connection to parties in major cities such as Los Angeles, Las Vegas, San Francisco, Chicago, Atlanta, Miami and New York.

Club Droid operates on the Android OS, which according to Nielsen recently has outpaced the iPhone among new smartphone customers for the second quarter of 2010 in the U.S.

Party promoters now have the ability to post parties and events. Party goers can rate and comment on parties.

Along with up-to-the minute alerts to parties and entertainment news updates, Club Droid offers Android users mobile incentives, which include discount coupons and promotions on various lifestyle products.

Teteo Tequila is amongst the first liquor brands to begin implementing mobile marketing targeting club-goers.

Mr. Guillen said that the Club Droid application is an effective way to create customized and personal messages to promote the Teteo brand.

Teteo will be conducting various promotions through the mobile application, including ?Tequila Tastemakers Parties? for Android users.

Here is a screen grab:

Club Droid's ability to conduct location-based alerts and notifications gives brands such as Teteo the opportunity to be involved with artists who wish to connect with their fans through invitation-only and VIP-only events.

Mr. Guillen said that it also allows the brand to offer special Club Droid-only discounts on Teteo for people who use Club Droid to stay connected with their favorite artists, DJs and parties.

?Teteo?s target demographic is male and female consumers ages 21-35 who frequent the nightlife and club scenes, their favorite artists and DJs, and anyone who enjoys a high-quality tequila with their friends and family during a backyard BBQ the Sunday after being out all night Saturday using their Club Droid app,? Mr. Guillen said.

?This will be our first endeavor with a mobile app and pending our great success with this we hope to continue working with UrbanWorld and the mobile space,? he said. 

?We also hope to begin using the mobile space to reach out and give back to the urban community in the form of community projects and partnering up with nonprofit organizations.? 

Interscope
Interscope Records will promote an array of upcoming events via Club Droid, including album release parties, music showcases and artist meet-and-greets with fans through the application.

Thanks to its ability to conduct location-based notifications, Club Droid lets Interscope connect its artists and fans together via the mobile application.

Upcoming promotions includes artist Keri Hilson, Lloyd and the upcoming Nov. 2 release from Soulja Boy, amongst other projects to come.

?We submit all of our club programs and tours to Club Droid, including the upcoming Mary J. Blige tour,? said Troy Marshall, senior vice president of rap promotions at Interscope Records, Santa Monica, CA. ?We put up tour dates on the application to let our consumers know we are going hitting the various markets, and it?s been very effective for us.

?We host album release parties and other label events, and we?re working on doing a contest within the application to win entrance to an Interscope private event,? he said. ?The application has such a wide-ranging reach of people already.

?We can reach people with the app almost instantly, so it?s like another form of Facebook and Twitter for us.?

Final Take
Dan Butcher, associate editor, Mobile Marketer

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