Patrón Spirits is celebrating International Tequila Day on Sunday, July 24 by launching the interactive "Patrón Cocktail Lab" that leverages cutting-edge technology to promote the spirits brand.
Developed with Razorfish and Amazon, the Cocktail Lab is a personalized, recommendation engine accessible at PatronTequila.com that is designed to suggest Patrón cocktails based on mood, occasion and flavor.
Working with Amazon, Patrón is one of the first spirits brands to incorporate voice technology into a marketing campaign and the first luxury spirit brand on the Amazon Alexa platform. Users simply say "Ask Patrón" to Amazon's voice-enabled device Echo to receive cocktail recommendations, recipes or tips. For instance, “Alexa, ask Patrón for a spicy margarita recipe or should I have another drink?"
Amazon Alexa platform is just the start of a broader initiative that will leverage platforms like Microsoft's Cortana and Apple's Siri to more seamlessly deliver content to people when and how they want it, says the agency.
“At Patrón we didn’t invent tequila, but we perfected it, and that includes our longstanding commitment to product and technological innovation," says Lee Applbaum, global chief marketing officer, Patrón Spirits. "Engaging voice communication is just another way that we’re creating simply perfect experiences for our consumers through the tools that we deliver and the tequila that we proudly handcraft."
The campaign is supported with social media, including Facebook and Twitter.