Built on the FourSquare API, Howl marks Jose Cuervo’s first foray into product design. The app uses in-app SMS functionality to allow users to create virtual ‘packs’ of friends and, once out for a night out, broadcast their location to the pack by sending a ‘howl’ from their handset.
“This latest development of the ‘Who’s in?’ campaign further strengthens our recognition of the Cuervo instigator – one of life’s characters and often the catalyst for bringing together friends and Cuervo tequila,” explained Anja Weise-O’Connor of Jose Cuervo International.
“This campaign has been created to celebrate their spontaneity and lust for life by holding up a humorous mirror to the ‘before, during and after’ of a good night out.”
Designed to harness mobile technology to bring groups of friends together more often, Howl was created by Albion London and launched on October 17 in Australia and South Africa.