Jose Cuervo tequila plays games

US: Diageo’s Jose Cuervo has launched CuervoGames, an experiential marketing campaign.

The brand will visit cities nationwide and give local residents a chance to compete in a set of physical challenges. Each local winning team is to head to Las Vegas for the national finals.  

CuervoGames is designed to challenge adults of legal drinking age who think they have the “clout to carve their own story into Cuervo history”. Each of these trials—the Waterfall Climb, the Agave Air Walk, the Tumbler, the Barrel Roll and cocktail mix-off — will highlight the brand’s Mexican heritage.

Ami-Lynn Bakshi, vice president, tequila marketing, Diageo said: “Jose Cuervo is an iconic brand built on more than two centuries of tequila-making.

“We’re excited to invite consumers to not only be a part of our story, but to create their own. CuervoGames is the ultimate opportunity to battle for their place in Cuervo history—it will gauge their guts, their wits and their skills.”

The inaugural CuervoGames will kick off in Tempe, AZ on April 3 and travel to 20 cities throughout 2010 including Dallas, San Diego, Denver, Minneapolis and Chicago, culminating in Las Vegas final. In select markets, participants will also have the opportunity to compete against a ‘Cuervo Contender’ – a local celebrity or former professional athlete who will form his or her own team with local residents.

To participate in the CuervoGames, teams of four can register now on Facebook See