Jose Cuervo is launching a large-scale campaign called «Cuervo Games», which is to bring its «Live Legendary» tagline to life. The promotional movement is going to hit 20 American cities and find people who can literally fight for victory. The tequila brand is looking for squads online via its Facebook fan page. To become a participant, the team has to get most votes.

The campaign is developed by the Crispin Porter & Bogusky agency. The brand is promoting its products via the sport competitions and 10,000 Cuervo-managed «Cuervo Games»-themed bar nights across the USA. The first starting game was in Orlando on March 6 with 57 teams participating and 8,000 of Facebook fans supporting.

The major games will be arranged in Las Vegas this October. According to AdAge report, the competitions will include various obstacle courses, which require dexterity and strength. the participants will compete on «Agave Airwalk», where they will be collecting Agave leaves while being «flying» 30 feet above the ground and the «Barrell Roll», where they will be climbing a high pyramid and trying to avoid heavy casks thrown at them. The games can be watched online at Justin.TV.

«The brand stands for epic experiences and we haven’t done anything on that scale for awhile. We want to create incredible experiences that are fun, but also have a certain level of intensity,» said Paul Clarke, Cuervo’s brand director.