el Jimador: Reach For The Silver
el Jimador’s summer programming is always their biggest of the year. 2014’s campaign got them big depletions. 2015’s got them big awareness. In 2016, they wanted both, and they came to us for ideas.
We came back with Reach For The Silver, a campaign dedicated to rewarding yourself for life’s little victories (even if those victories were less impressive than those from some summer games that just so happened to be taking place during the campaign), 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 sweepstakes where fans could win an Airstream trailer and genuine 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.