901 Silver Tequila launches interactive contest

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901 Silver Tequila is asking consumers to brainstorm marketing or advertising campaigns, promotions, taglines and viral videos promoting the brand as part of its 901at901on901 contest.

The effort, aided by St. Louis-based agency White Space, uses a video call to action that was launched at 9:01pm on September 1, to engage consumers with the brand.

“We didn't want to do your typical promotion,” said Kevin Ruder, president of 901, which launched in April. “We wanted to do something a little more fun, especially for the Internet-savvy, interesting people we're trying to reach.”

The contest, which Ruder said targets consumers 21 to 35 years old, runs through November 30. The winner, announced December 4, will become “EVP of big ideas” for 901 and will receive a trip to Las Vegas, $25,000 and other prizes. Users can upload photos or videos to “apply” for the job.

The video was promoted prior to this month on social networks like Facebook, MySpace and Twitter, and on food and beverage blogs.

Ruder, who added that he hopes the contest receives 1,000 entries, said that 901 will try to reengage contestants who are interested.

“We're obviously going to have an opt-in for consumers to receive more information from us, but you need to be careful not to interact with them when they don't want it,” he said. “We want to have a conversation about the brand and talk with the consumer as opposed to talking to them.”

901 is available in New York, California, Nevada, Missouri and Tennessee. Ruder said it will be sold in Colorado, Wisconsin, Texas and Georgia in the next month.

A call to White Space seeking comment was not returned.


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