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The objective of the campaign was to create sips to lips, encourage product sampling and drive overall product sales and brand interaction at Pilgrimage Music Festival in Franklin, TN. 

Our solution was to activate a custom-made open bar for the tequila brand. We wanted to create a welcoming experience that encouraged consumers to try specialty drinks and educate them about the wonderful drink possibilities that exist with an upscale tequila. We provided drink samples, shade and created an environment with the sights, sounds and taste of Mexico.


  • 7,404 drinks served

  • 49,000 consumers reached

  • 45,000,000 digital impressions

  • Print and TV coverage

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