Dive Brief:
- Espolòn Tequila announced it is the official tequila partner of upcoming horror movie “Scream VI,” according to a press release. The tie-up includes partnerships with Paramount Pictures, Spyglass Media Group and Uber’s Drizly.
- As part of the co-branded effort, Espolòn, Paramount and Spyglass are working with participating movie theater chains to offer exclusive “Scream VI”-inspired cocktails. The campaign also includes a text-based sweepstakes that will reward 500 consumers with free tickets to see the movie.
- Additional elements span social media, digital activations and product integrations within the movie. Others in the liquor category have taken to such efforts as of late, including Espolòn sister brand Skyy Vodka.
Dive Insight:
Espolòn Tequila’s “Scream VI” tie-up sees the brand building hype for its role in the sequel ahead of its March 10 release. Such collaborations are commonplace for parent company Campari Group, which also recently paired Skyy Vodka with Jordan Peele’s “Nope” to become the movie's official spirit partner.
Key to the latest effort, retail displays with the “Scream” franchise’s famous Ghostface killer will be placed throughout the U.S. to promote Espolòn’s ticket sweepstakes. Through the contest, consumers who text ESPOLONXSCREAM to 24272 could win a pair of tickets to see the movie. The text contest will give the tequila access to important consumer data, such as phone numbers. As the industry prepares for the depreciation of third-party cookies, such outreach tactics give the brand another way to connect with consumers.
The co-branded partnership with Paramount and Skyglass will also include “Scream VI”-themed cocktails to be served at participating movie theaters. Drinks will include the Thirsty Thriller, a grapefruit Paloma with a black Himalayan salt rim, and The Last Call, a spin on an Espresso Martini topped with Ghostface foam art, among others. At home, consumers can make the movie’s official cocktail, Espolòn's Empire Screamer, a spin on a classic margarita. The campaign also factors in a partnership with alcohol-delivery service Drizly, which runs through April 7.
Product integration within movies seems to show no signs of slowing. Beyond Campari Group, Netflix recently partnered with General Motors around an electric vehicle push that will see the vehicles featured more frequently within programming. Coors Banquet also cut a deal with popular series “Yellowstone” ahead of its fifth season for the beer to be featured more prominently within the show.
