Written by Tracy Fey

With May comes the first big celebration of the season – Cinco de Mayo. How might marketers creatively engage with customers this Mexican Independence Day, beyond the standard beer commercial?

Some might look toward streaming services. Last year on Cinco de Mayo, Jose Cuervo held a 45-minute live streamed concert, which attracted more than 73,000 live viewers. We won’t be surprised if they host something similar in 2017, and it will be interesting to see if any other brands try to compete with live streamed events on the same day.

Others may focus on generating buzz through popular apps to create excitement about their brand. Taco Bell, who last year created a Snapchat lens that turned your head into a taco, is now turning to OpenTable for “the hardest reservation to get on Cinco de Mayo”. Just 32 seats will be available in the #tacobelltestkitchen, giving an exclusive touch to the regular experience of eating at a fast food chain.

Finally, it is worth noting that Cinco de Mayo is not widely celebrated in Mexico, but it is a holiday that represents Mexican American culture and unity within the United States. So we have to wonder, in terms of ad content, if any brands will be thinking politically this year.

We mentioned back in February how much buzz was centered around Budweiser’s Super Bowl spot focused on immigration, as well as 84 Lumber’s ad featuring immigrants specifically from Mexico. Representing what companies currently capitalize on as a “party” holiday with a heavier cultural statement might be a difficult balance, but we are curious to see if any companies go this route based on recent advertising trends.