In October 2012 we introduced Cuervo’s latest ‘Who’s In?’ campaign.  Launching internationally across TV, online and featuring unique experiential activity in each market, the campaign focusses on one of life’s universal character-types; the instigator.

Peter Gutierrez, Managing Director at Jose Cuervo International said  “Our ‘Who’s In ?’ campaign taps into a universal insight about friends and tequila…that every social group has an instigator – the guy who always makes things happen – and that nothing plays to the instigator’s sense of fun, adventure and spontaneity better than the Cuervo Moment. That’s when the instigator invites his (or her!) circle of friends to bond intensely and take the night to another level around a tray of ice-cold Cuervos. That Cuervo Moment exists everywhere…from Tokyo to Cape Town, London to Sao Paulo, Madrid to Bogota. ‘Who’s In?’ is our global call to action. Cuervo may be the oldest, biggest, and most famous tequila in the world, but we never lose our sense of who we are and of how we fit into people’s lives.”

In order to bring these experiences to life, we created the ‘Who’s In?’ button across the web. Partnering initially with Time Out, Skiddle.com and available as a browser bookmarklet, the ‘Who’s in?’ button is integrated seamlessly with Facebook and is aimed at empowering instigators everywhere to rally their friends online to share intense, real  experiences. The ‘Who’s In?’ button allows instigators to invite friends to events listed on partner sites instantly through Facebook and to create their own unique night out. As part of the Facebook presence, the ‘Who’s In?’ button uses Foursquare and Instagram, giving details of local bars and restaurants to help plan great nights out. The user’s friends will then be notified of the event invite and can click “I’m in!” to take part.

We also teamed up with Vice and Spotify to create content and playlists to support the Who’s In? campaign.