Furthering Jose Cuervo`s international and multi

Howl Party Animals
Furthering Jose Cuervo’s international and
multi-platform ‘Who’s In?’ campaign.
The Challenge
With fewer people getting together socially in pubs
and bars, Jose Cuervo aims to reverse this trend by
commissioning an app that will make the arranging
of a night out with friends quicker, easier and more
interactive. As the brand is global, the app was to
be part of a world wide marketing campaign in key
territories like the US, South Africa and Europe.
We were approached by Albion London, to realise
their designs for an app that encourages people to
get their mates to the pub.
“Create Packs of your friends, choose a watering hole,
and invite pack members to join them for a night out”
Our Solution
We worked closely with Albion to develop a set of
features (and future ones) to produce an app that
allows users to create Packs of their friends, choose
a watering hole, and then invite the pack members
to join them for a night out.
A user can create a pack, become that pack’s
leader, add members to the pack, create a howl
(the event) and howl to the pack, sending a
notification to all pack members the details of the
location. The pack leader has the ability to send
messages to the pack, change pack name and also
the location of the howl.
“The objective of this app is to give our instigators all over the
world a real practical tool to “call out the pack” in a monent
of genuine spontaneity” -Anja Weise-O’Connor, Jose Cuervo.
Once a howl has been sent, the members of the
pack can reply to notify whether or not they are
able to attend. If they are attending they score
points for checking in to the venue on arrival. The
more points you get, the better animal avatar
you receive.
Multiple packs can be created so that you can cater
for your various sets of friends.
The app uses the foursquare API to pull in lists of
nearby venues. When arriving, pack members are
offered the chance to check in and earn points.
gospelware.co.uk
@gospelware
0191 490 9233
[email protected]
The Results
Gospelware built the Android app, iOS app, API and
the website http://thehowlapp.com for a worldwide
audience.
A scalable API was created to handle the potential
traffic from a multi territory release and is deployed
on Amazon Web Services.
The app is to be the cornerstone of a mass media
campaign currently being rolled out globally.