Super Bowl XXVII was coming to frigid Minneapolis and Jose Cuervo brand managers wanted to leverage football’s biggest game for a marketing touchdown. No problemo! WMC developed SuperParty, an integrated marketing program that amplified the brand’s “party” positioning.

Staged in a converted industrial building on the edge of town, the Jose Cuervo SuperParty featured an indoor beach (WMC trucked in 25 tons of sand to create it), the Hawaiian Tropic Girls in a beach volley ball demonstration, a rockin’ dance band, hip-hop DJ, radio personality live remotes, male and female swimsuit contests, the Cuervo Dancers, confetti cannons, prizes and much more.

5,000 Cuervo consumers won tickets to the event through radio promotions, and on-premise contests, and through a cause-marketing campaign that required a donation of non-perishable food items to the Minneapolis food bank.