An Entertainment and Physical Challenge Tour Produces Word of Mouth Results

In 2019, Jose Cuervo challenged consumers to “Live Responsibly and Live Legendary” with the Cuervo Games: a nationally web broadcast multi-city, tour featuring a series of exhilarating, competitive physical challenges, providing entertainment for participants and audiences alike while bringing legal drinking aged consumers together into a massive branded experience that was designed and situated to drive traffic and word of mouth to on and off-premise locations that offer Cuervo products and pours.

The event provided the adventure course and live entertainment by national artists, including Pharrell and N.E.R.D. Eleven Events was the local producer for Atlanta, GA, sourcing the venue, managing permits, local venue/vendor contracts, and staffing. Eleven also provided talent management for Pharrell Williams.

Vendors
15
Location
Centennial Park, ATL, GA
Length
1 Day
Budget
$500k
Attendees
5000+
Industry
Retail