Tequila el Jimador launches “Take Home the Spirit” to Engage with Soccer Fans

el Jimador, the official tequila sponsor of the U.S. National Soccer Team and the annual U.S. Tour of the Mexican National Team, announced  the launch of its “Take Home the Spirit” 360 degree program with a Foursquare component, a first for the brand. As part of its soccer platform, consumers will have the opportunity to purchase limited edition soccer bottles, participate in social media and in-store promotions including sweepstakes and coupons to prepare for the international soccer tournament taking place in Brazil this summer.

el Jimador partnered with Foursquare to develop a first of its kind “Watcher’s Guide,” to provide fans in 14 cities with a list of bars and restaurants where the Brazil soccer games will be featured. This innovative program marks the first time a spirits brand has used Foursquare to advertise to people at locations where the brand is available. Consumers 21 and older will have the opportunity to win prizes such as flat screen TVs, branded glassware and MNT and U.S. national team jerseys after checking-in through Foursquare at select restaurants and stores or by visiting el Jimador’s website.

“Since 2011 the brand has showed its commitment to soccer fans by creating programs that bring out that passion for the game,” said Mark Grindstaff, vice president and group brand director of el Jimador Tequila . “Take Home the Spirit is a unique 360 degree program designed to celebrate the pride, courage and determination each fan has for its national soccer team and el Jimador is once again thrilled to be part of this enthusiasm.”