For Cinco de Mayo, Patron pivots to Instagram Live

For tequila brand Patron, advertising during the run up to Cinco de Mayo usually encourages people to head to their local bar. This year, the tequila brand is using its advertising to drum up interest in a virtual event of sorts via Instagram Live, where 20 bartenders will teach viewers how to make different margaritas at home.   “We’ll have an arsenal of social ads on Instagram, Facebook and Twitter to promote a tune-in message,” said Adrian Parker, vp of global marketing for Patron, adding that the company will use the same approach for online video and TV spots. “It’s an interesting shift [for us to use] TV and some other social assets as the trailer for an Instagram Live moment. Typically, you wouldn’t use your TV ads to direct to the second screen. ” The point isn’t simply to get people to watch the Instagram Live but to continue to purchase Patron to celebrate Cinco de Mayo as they normally would.

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