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Herradura blends nightlife elements and enticing visuals in mobile video

Brown-Forman?s tequila brand is mixing a cocktail of popular mobile platforms with video that attracts viewers with specially curated audio and video pleasing to the senses in an attempt to solidify the brand?s presence in nightlife. 

Tequila Herradura Ultra is launching a mobile video campaign that lends its liquid to creating eye-pleasing visuals based on audio vibrations that are reflective of the nightlife scene. The brand is hoping to appeal to consumers that are interested in cocktails and nights out on the town by sharing its campaign on popular applications such as Foursquare, Spotify, Hulu and social media. 

"As today?s digital landscape is continuously evolving, the user experience for Sound of Smoothness is tailored to a variety of devices and digital platforms, with mobile being an instrumental medium in consumer engagement," said Liz Edwards, senior brand manager for Tequila Herrdaura. "As consumers are on the go and constantly sharing their experiences with others in real time, Tequila Herradura is embracing digital consumption through mobile apps like Foursquare and Facebook."

Drinking in mobile experiences

Herradura?s idea is to blend consumers? thoughts of high-class nightlife with Tequila Ultra. The mobile video campaign is being shared organically on the brand?s social media platforms as well as pre-roll and ads on Spotify, Hulu and Foursquare. 

Sound of Smoothness opens with audio of a beat often heard at a club, while tequila is being poured into a glass over a speaker. As the beat drops and the music gets louder the liquid starts to dance around, while the music also incorporates elements that sound like water droplets. 


Behind-the-scenes footage shows discussing how difficult it is to work with a liquid because they are so unpredictable, while featuring of footage filming the ad itself. Viewers are able to see devices that hold the glass of tequila in place as well as a team member pouring the liquid. 

Mobile video importance
As mobile video proves its ability to capture a wide swath of millennial consumers? fleeting attention, other alcohol marketers such as Stoli Vodka cottoned onto this tactic by consistently rolling out video-centric campaigns with a memorable twist (see more). 

General Mills? Nature Valley brand similarly leveraged the cachet of emotionally charged mobile video with clips of consumers sharing messages of encouragement to loved ones on Facebook, an initiative that sparked positive responses from thousands of users (see more). 

"The ultimate goal of ?Sound of Smoothness? is to bring relevancy and awareness to Tequila Herradura Ultra," Ms. Edwards said. "The campaign showcases the ?beyond smoothness? quality of Tequila Herradura Ultra, by featuring the product at the heart of the creative, and demonstrating that Tequila Herradura Ultra is the superior choice for high-energy, nightlife occasions."