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Don Julio mixes up a QR code-enabled summer sweepstakes

Diageo?s tequila brand Don Julio is using QR codes to drive engagement with its tech-savvy consumers this summer and encourage them to enter a new sweepstakes.

The La Primavera Summer Sweepstakes gives participants a chance to win a grand prize trip to a distillery in the highlands region of Jalisco, Mexico. Customers can enter by scanning QR codes on signs placed inside retail locations where the premium tequila brand is found.

?We?ve found that our target consumer is technologically savvy and heavily relies on mobile phone use and new forms of technology, which is why we are looking to engage with them in new and interesting ways,? said Andrea Sengara, global director for Don Julio, Norwalk, CT.

?We are excited to provide our consumers with history and information on the craft behind Tequila Don Julio?s production, as well as give them the once-in-a-lifetime opportunity to experience the La Primavera Distillery first-hand, but more so we are looking to drive engagement with consumers as they live their lives on the go, via their mobile devices,? she said.

Being relevant
The sweepstakes gives entrants a chance to compete to win first-class, round-trip airfare and accommodations  for a trip to Mexico, where they will learn about how to make tequila. There will be ten prize winners.

To enter the Don Julio La Primavera Summer Sweepstakes, adults 21 and older can "like" the brand on Facebook and complete the sweepstakes entry form.

Smartphone users can also find QR codes on Don Julio signage at participating retailers across the country. Scanning the code will take users to the Don Julio Facebook page where they can complete the sweepstakes entry form.

This is the first time that Tequila Don Julio has used QR code technology.

The brand?s goal from a mobile perspective is to engage with its consumer on a platform that it knows they find interesting, engaging and relevant.

The QR codes will be featured on point-of-purchase signs in stores as well as in an insert that will be featured in men?s focused lifestyle print publications.

The brand will also use place QR codes on marketing materials at various events throughout the summer. For example, QR codes appeared on wall decals and on napkins at the Casa de Don Julio Cinco de Mayo party in New York City.

Additional point of sale items such as banners, mini case cards, case tuckers and posters will also feature the QR codes.

Reaching customers
Don Julio is a Diageo brand. The company, which also makes Johnnie Walker, Ketel One vodkas, Tanqueray and Sterling Vineyards wines, has been active in the mobile space over the past few years.

Its Captain Morgan rum brand recently rolled out a mobile app to encourage of-age users to interact with the brand through check-ins and games (see story).

?Tequila Don Julio has always been on the forefront of industry innovation and trend setting from both a spirits perspective as well as with marketing and advertising,? Ms. Sengara said.

?When we target our consumers we are always looking to reach them in new and unique ways such as through QR codes,? she said.