Olmeca Brand Boosts Digital Activity with 'First of Its Kind' Dance Music App

Pernod Ricard has defined a long-term global strategy to shift public perception and increase market share for its Olmeca Tequila drink.

Aiming to get consumers thinking about tequila as something to be enjoyed rather than something to get drunk with, the Olmeca brand launched a social music app for Facebook's Timeline earlier this month.

Called NightTag, the app forms part of Pernod Ricard's 'Be the DJ' campaign. It is designed to promote its products to "nightlife lovers" alongside strengthening ties to electronic dance music.

It was created by Amsterdam Worldwide and while it is only available for iPhone's at present, the app will be released for Android and BlackBerry devices later this summer.

The new service allows users to take a photograph while music recognition software identifies the song they are playing and their smartphone's GPS pinpoints the location. All this information can then be easily posted onto Facebook.

Although the app will be supported by experiential and online activity, Olmeca intends to run the majority of its campaigns from the NightTag app, which it claims is the first of its kind.

They have partnered with DJ Ferry Corsten to promote the app's global roll out, and there are plans for the service to host further content from other DJs and additional location-based campaigns in the future.

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