el Jimador: Reach For The Silver

el Jimador’s summer programming is always their biggest of the year. The summer games make it even bigger. They wanted both awareness and depletions. They came to us for ideas.

Our solution was Reach For The Silver, a campaign dedicated to rewarding yourself for life’s little victories (even if those victories are a little less impressive than a gold medal), and el Jimador, especially with good friends, makes the best reward of course!

We went all out with three highly produced web spots, point-of-sale materials, digital ads, social media, and a microsite featuring a sweepstake where fans could win an Airstream trailer or bars of silver.

The response was incredible. The web spots combined for over 3.8 million views (the most in el Jimador’s history), 375,000 people visited the el Jimador site and over 26,000 people entered the Reach For The Silver Sweepstakes.

el Jimador was the talk of the summer, and we couldn’t be prouder. Guess we’ll reward ourselves for this little victory.