Indio - Los Temos

Story

Havas Street launched the Indio Los Temos program in 2012 to celebrate the arrival of Indio beer in the United States. Using a unique approach, Havas Street hired brand influencers, or Temos, in key markets: Austin, Chicago, Los Angeles (2012), Phoenix (2013), and San Francisco to grow interest and spread awareness of Indio’s domestic release in an organic way, keying in on the brand’s Hispanic hipster (better known as “Indie”) target demographic. The Temos had a tremendous impact within each of their markets, and partnered with key influencers at art galleries, loft spaces, house parties, and music venues to build Indio’s credibility among local Indies. These non-premise gatherings of Indies were known as “happenings” and provided the Temos an organic way to build brand loyalty and sample Indio effectively.

Tactics

  • Build brand awareness among Indies in Austin, Chicago, Los Angeles, Phoenix, and San Francisco in an organic and underground way
  • Hire brand influencers, or Temos, in each market to spread the word of Indio throughout their large Indie networks
  • Create a memorable experience for Indies that leaves a lasting impression

Results

  • Temos reached more than 83,000 Indies throughout the program
  • In 2013, seeded more than 2,000 cases of Indio for 300 happenings
  • Temos built relationships with key in-market  influencers and leaders, and seeded Indio at some of the biggest local events
  • Many event organizers turned down competitor brands in order to make Indio the exclusive beer at their event

Havas Street

New York
200 Hudson, 7th Floor
New York
NY
10013
212.219.0321
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.321.4042
Chicago
36 E. Grand Ave.
Chicago
IL
60611
312.640.6800

Jump To

Formula

Formulatin

Formula

© 2015 Formula

All Rights Reserved