Oct 18, 2007 6:05 AM, PROMO Xtra

Premium tequila maker Partida is rolling out an integrated brand campaign that incorporates viral video, podcasts, blogs, a revamped Web site, live bartending events, and, just for good measure, traditional print advertising.

The video element of the campaign, tagged “Tequila Confessions” and shot on the streets of New York, captures candid interviews about consumers’ first tequila experiences. After being interviewed, subjects are invited to sample “the true spirit of tequila” with a taste of one of four premium Partida spirits.

The interviews are available at http://www.tequilaconfessions.com. The director is now compiling other interviews from around the U.S., and Partida plans to match these with a series of “Bartender Confessions” as well.

The Web site also hosts a “Tequila Re-Education” page, with links to a video series produced by the Culinary Media Channel called “On the Tequila Trail.” The series, which is syndicated by the PodShow Webcasting channel, includes an episode shot in Partida’s home town of Amatitan, Mexico, reputedly the birthplace of tequila. Other episodes include an expert tequila tasting and a lessons in tequila cocktails shot at Tommy’s Tequila Bar in San Francisco.

The most recent Webisode filmed Tequila Immersion Day on Oct. 8 in Las Vegas, an event that gathered 45 bartenders from around the U.S. and gave them an intensive one-day tequila education.

A contest portion of the Web site, set to launch on Oct. 18, will offer quizzes and a sweepstakes with the grand prize of a trip to Mexican tequila country, all designed to get visitors to change previous views they may have held about tequila.

“Today’s marketing environment is all about engaging the consumer in an interactive environment and growing a brand organically,” Gary Shansby, Partida’s founder and chairman said in a statement. “You have to move fast and be willing to take chances.”

The new campaign will be “aggressively promoted” online, Partida said.

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