Jose Cuervo
Who's Making Margs
Mike Woods Director
Mekanism Agency
A campaign for Jose Cuervo called ‘Who’s Making Margs’ featured a different celebrity each week, beaming in live from their own homes, and inviting their fan base to get cozy, get to know each other, and – crucially – make some amazing margaritas.
![](https://api.mssngpeces.com/wp-content/uploads/2022/01/IlanaGlazer.jpg)
Illana Glazer
![](https://api.mssngpeces.com/wp-content/uploads/2022/01/TPain.jpg)
T-Pain
But this was very different from the usual celebrity-led live stream. Mike Woods worked with Mekanism to create an entire community around the shows.
![](https://api.mssngpeces.com/wp-content/uploads/2021/09/josecuervo-margs-logo.jpg)
Using the Discord platform, we made the live shows fully interactive. Utilizing multiple video feeds, we could bring the fans to the star, and have an intimate-feeling yet far-reaching party each week. We created live games with each celebrity that relied upon the viewers tuning into Discord — and getting involved and prepped in advance of the show.
![](https://api.mssngpeces.com/wp-content/uploads/2021/09/Oh.gif)
![](https://api.mssngpeces.com/wp-content/uploads/2021/08/kekepalmer-dance.gif)
![](https://api.mssngpeces.com/wp-content/uploads/2021/08/tpain-shakingmargs.gif)
We fostered a genuine and realtime community spirit that infected every minute of our live shows.
For four hours, every Thursday night, we created a truly groundbreaking digital party, bringing the fans and celebrity closer to each other than any previous livestream project has been able to.
![](https://api.mssngpeces.com/wp-content/uploads/2021/09/post-show-excitement-3.jpg)