Mexican beer brand Pacifico is offering people the chance to experience its laid-back lifestyle with the a new campaign entitled Yellow Caps.
As background, the term Yellow Caps was coined by bartenders and refers to the brand’s yellow bottle caps which are easier to find in crowded beer coolers. The Yellow Caps campaign, created by Austin-based GSD&M, makes use of the iconic caps to engage consumers. As part of the campaign, the underside of every cap has been printed with GPS coordinates marking one of 21 destinations throughout Baja, mainland Mexico and on the Pacific coast of the U.S.
Each cap encourages consumers to visit Pacifico’s campaign website, DiscoverPacifico.com. Consumers who visit the site and enter the coordinates from their caps will be directed to a unique locale and activity like spearfishing in Santa Maria Bay, surfing in Scorpion Bay or camping on Playa el Requeson. More than 120 million printed bottle caps have been released.
The site is a traveler’s virtual dream. And you don’t need a bottle cap to experience it. Just head over to the site locations page and you can click into any one of the 21 destinations and drink in its beauty. Hey, there’s something to be said about virtual travel too, right?
In addition to the videos, visitors to the site can explore a gallery of user-generated Twitter and Instagram content. Anyone can add content to the gallery by tagging tweets or Instagram posts with #DiscoverPacifico. The site will also feature artists and adventurers who live and represent the brand’s style such as surfer and director Taylor Steele, who directed and shot the video content for the campaign site.
Of using the bottle caps as a medium, GSD&M Chief Creative Officer Jay Russell said, “The goal for this campaign is to enhance our media plan by maximizing the use of the assets we already own — the bottle caps — to introduce consumers to the Pacifico lifestyle. The GPS coordinates tap in to the curiosity of our consumers and lead them to places that embody the spirit of Pacifico.”
Additional creative elements include Flash and rich media running nationwide. Two 30-second TV spots, print and out of home will run in select California markets. A national retail promotion called “Uncap Pacifico” will take place during key summer months and features sweepstakes giveaways that celebrate the adventurous lifestyle, such as kayaks and beach cruisers. There’s also a chance to win travel gear on the Discover Pacifico site.
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