José Cuervo and OK Go in Rio

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In Rio de Janeiro last Friday, the José Cuervo company surprised tourists when a truck raided a street samba party with ice cold free samples of their product. Even better, the rock band OK Go played for the party. Even though OK Go is definitely not a new José Cuervo sponsor, this propaganda event is a great move for both. OK Go has decided they can do more with their popularity than just a record deal. Under their own label, Paracadute Records, OK Go realized that through unofficial short-term partnerships, they get their name out and perform more than they would otherwise. For this purpose, José Cuervo was their perfect match. The company used free samples to entice customers to buy their product, and basically threw a party so that their name and OK Go's gets spread all over social networks. Critics are saying that there's nothing special about this kind of advertising, it's been done countless times before. But if a promotional event equals a party with free samples and an popular rock band, how can it not create buzz? It's different types of advertising techniques thrown into one: a partnership, sales promotion, and a special event. It's flawless marketing.


If you haven't heard of OK Go, here's their most popular and inventive music video:




For further reading:  http://www.forbes.com/sites/moneybuilder/2011/12/02/jose-cuervo-enlists-ok-go-to-serve-ice-cold-shots-in-brazil/