Jose Cuervo: League Of The Notorious

Driving Brand Engagement Through Gamified Experience Design

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Concept, Creative Direction, Client Presentations by Ted Johnston

The Problem

Jose Cuervo needed to modernize brand perception and increase relevance with younger, experience-driven audiences.

The Solution

• Created a gamified brand universe called The League of the Notorious
• Built a platform under the idea “Live Notoriously Well”
• Developed a connected system combining:
- GPS-based experiences
- Augmented Reality interaction
- Digital engagement hub
- Real-world activations and events
• Extended reach through social, video, and DRTV content

The Result

• Increased multi-channel participation by +27%
• Grew social media brand mentions by +315%
• Expanded brand relevance among younger audiences by +62%

The Impact

Repositioned Jose Cuervo as a participatory lifestyle brand, increasing cultural relevance and engagement through a scalable experiential system.

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