Philip Shelley, Interactive Copywriter

The Cinco de Mayo holiday period is by far the biggest of all Cuervo's seasonal promotions. Supported by countless onsite promotions and media hype, Cuervo wants to increase its ownership of Cinco in the spirits category. Hence the name, "Cuervo de Mayo." Online this year, they leveraged the serendipity of the date ("05.05.05") and gave away a trip to a concert party on their island in the Caribbean via an instant-win game, and provided party tips, recipes, music and more.