Jose Cuervo Kicks Off Sweepstakes With CDNow

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The Midwest regional office of Guiness UDV North America has begun a sweepstakes with CDNow for its Jose Cuervo Premium Tequilas.


"The sweepstakes is designed to grow the Jose Cuervo database and solicit names for CDNow," said Chris Ragognetti, account supervisor for Guiness UDV Brands at Target Marketing & Promotions, Boston, the company managing the campaign. "While CDNow's target market is broader than the 21- to 29-year-old Jose Cuervo demographic, CDNow has built a microsite to address the needs of Jose Cuervo's consumers."


The contest targets 11 Midwest states, but Ragognetti said it could expand to other regions if successful.


Guiness has placed point-of-purchase tear pads in liquor stores where consumers sign up for the sweepstakes or provide them with URLs for two contest microsites -- www.cdnow.com/cuervo and www.tmpboston.com/cuervo_nation. Contest entrants give their name, address, phone number, e-mail address and birth date. The grand prize is a trip for two to the Virgin Islands. Guiness and CDNow also will award 25 $100 gift certificates redeemable at CDNow. The sweepstakes ends Sept. 4.


Guiness also has placed tags, called bottle-neckers, on Jose Cuervo bottles that advertise the microsites. The bottle-neckers and tear pads also feature codes that consumers may enter on the CDNow microsite to receive a $5 discount on merchandise priced at $14.99 or more. CDNow sells music ranging from classical to contemporary rock music. The microsite will target Jose Cuervo's 20-something demographic with promotions for contemporary albums, such as the upcoming Radiohead album, "Amnesiac," Ragognetti said.


"CDNow is highlighting CDs that speak to [Jose Cuervo's] audience," he said.


CDNow and Guiness also hope to compile additional consumer information by offering contest entrants a chance to register for e-mail newsletters.


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