Event Marketer Summer 2023 - 77

BEST SAMPLING CAMPAIGN
Sampling influences taste buds, but experiences influence
hearts and minds. At three music festivals, Jose Cuervo's
multilevel, 40-foot by 40-foot sampling experience took
consumers through a replica of the Cuervo Express-a real train
that was owned and operated by the brand. Once inside, the
windows, which were encased in digital screens, showcased
a " trippy portrayal " of the real sites seen by those riding the
Cuervo Express through Tequila, Mexico.
After taking the " ride, " consumers enjoyed a signature
GOLD AWARD
CAMPAIGN: The Cuervo Festival
Express
CLIENT: Cuervo Tradicional
PARTNER: BRAYA
cocktail made with the brand's premium 100-percent agave
tequilas. Each drink was served in an eco-friendly cup with a
sustainable straw made using bagasse waste from the Cuervo
distillery, the fibrous byproduct of tequila production. One-ofa-kind,
neon-lit agave pod lounges inspired by the agave plant,
which is integral to tequila production, provided attendees a
moment of respite as they sipped their cocktails and charged
their devices.
On the second level was the Cuervo Tradicional Cristalino
bar with a signature cocktail featuring the new product on offer
and a coveted bird's-eye view of the festival. As the sun set,
consumers were treated to live dj performances. More than
25,000 fans engaged with the brand over the three stops, with
18,000 crushed Cuervo tequila cocktails served, and more than
1,000 branded merch items sold.
BEST SAMPLING CAMPAIGN
For a plant-based brand like Just Egg, tasting is believing. To drive
brand awareness and sampling among influential (and hungry)
festivalgoers, who either indulge in greasy foods while on-site or
lament the lack of vegan options, Just Egg launched the Really
Good Eggs Tour, a six-stop festival tour with Live Nation. With an
ambitious goal of handing out more than 500,000 samples, Just
Egg designed a sampling menu that would address taste and
texture concerns among consumers.
Just Egg wanted its activation to stand out from other " highvolume "
food tents and create an ultra-modern, Instagramworthy
mobile kitchen experience that could produce a hot
sample at scale and would draw consumers inside to find out
what the product was all about. The structure featured a tunnel
photo moment and tranquil space complete with greenery
against the illuminated message: " Really good eggs, from
plants. "
Brand ambassadors delivered samples via a custom-built
SILVER AWARD
CAMPAIGN: Just Egg: Really Good
Eggs
CLIENT: Eat Just
PARTNER: The Bait Shoppe
conveyor that would bring the food seamlessly into the space
from a hidden back-of-house kitchen, which produced 6,400
samples an hour and over 51,000 per day. And all that first-party
data the brand ambassadors collected as consumers exited the
footprint-egg-cellent. The six regions where the Really Good
Eggs tour visited noticed an average sales lift of 19 percent.
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Event Marketer Summer 2023

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