As a growing brand, Exotico Tequila’s goal is to create opportunities for meaningful fan engagement – beyond traditional likes, comments and tags – in the social space. And, as a tequila that wanted to own the spooky season, we developed a once-in-a-lifetime experience for our thrill-seekers: a scary film contest that adapted the most terrifying fan-submitted short stories for the silver screen.
The result? Dozens of original story submissions. Four annual winners. One blood-curdling, fan-fueled frightfest.
- Campaign Development
- Identity Creation
- Social Media
- Website Design
Each year, we rebrand the contest to inspire the most creative submissions possible. Our first year used glitch effects to evoke found-footage and Poltergeist-like films, and our second year used a retro illustrative look to capitalize on the Stranger Things and Lovecraft Country aesthetic trends.
CAMPAIGN DEVELOPMENT AND PRODUCTION
We launched teasers, calls-for-submissions and recaps of the previous year’s films across social, Spotify and YouTube to generate submissions throughout September. We selected stories on a rolling basis and produced in early October so we could launch final films the days leading up to Halloween.
We paired each short with a specially-crafted cocktail and a theatrical release poster and shared across social channels for the audience to vote for their favorite to be the festival’s grand prize winner.
Submission winners received movie night gift boxes, complete with blankets, popcorn and thumb drives of the winning shorts. One grand prize winner won a custom Director’s Chair with their name and movie, a projector to screen their film and a BONY Award for Best Story.
The first year of the contest was a pumpkin-smashing success. Fan submissions ranged from ghastly ghosts to creepy creatures in the night to true tales of terror. Some submitted pictures. Others toiled at the fright of an empty Exotico Tequila bottle.
UNIQUE AUDIENCE MEMBERS
1 IN 4
WATCHED THE VIDEOS PAST THE FIRST 30 SECONDS
Building on our success the previous year, we created four more films and expanded the contest to include a grand prize-winning vote-off.