HORNITOS MISCHIEVE

To help build excitement and brand awareness for Hornitos among Complex's trendsetting audience, Complex created an integrated marketing program including custom in-book units, custom video, and custom digital extensions to build Hornitos' "Mischieve" brand campaign awareness among influential consumers and foster relationships that encouraged interaction with the brand.

Complex created a six-page custom unit entitled "Mix Masters" that ran in Complex's June/July issue that showcased four bartenders and DJs from the coolest clubs, bars and lounges in Hornitos's core market cities to represent a mischievous character and highlight the hottest drinks/music they would "mix" in their particular club/bar/lounge along with recipes of the signature Hornitos mixed drinks, their own "Mischieve" stories witnessed at their club/bar/lounge or personally experienced. Each page included specific Hornitos product copy, a call-to-action to visit the Hornitos premium online content section to view videos on the Mix Masters and for readers to submit their own "mischievous" stories.

To provide a robust and engaging digital footprint, Complex produced four (4) video segments on the featured in-book bartender and DJ Mix Masters. The videos took consumers into the lives of these local celebrities and focused on the best mixed drinks using Hornitos as selected by the hottest DJs and bartenders along with their best "Mischieve" stories. These exclusive Complex-produced webisodes featured Hornitos product integration and lived within the premium content section housed within the overlay unit.

Complex custom created a unique Hornitos "Mischievous Bartenders" 960x75 full-width rich media unit that lived on Complex.com and targeted sites throughout the media network. When collapsed, the 960x75 unit included Hornitos branding and images, and when the user rolled over the unit, an overlay expanded across the entire home page to allow users to interact with a custom content section housed within the 960x800 unit dedicated to Hornitos. The premium content section included custom videos, drink recipes and a custom quiz for users to find out their Mischieve character.

CTR 1.30%

When the user rolled over the unit, an overlay expanded across the entire home page to allow users to interact with a custom content section housed within the 960x800 unit dedicated to Hornitos. The premium content section included custom videos, drink recipes and a custom quiz for users to find out their Mischieve character.

Page Views Per User: 4.17!

The premium content section included custom videos, drink recipes and a custom quiz for users to find out their Mischieve character.