Mediapost Marketing Daily: Patrón Club Leveraging Content Partnerships, 2009-Jul-24, by Karlene Lukovitz
In essence, the brand is taking online media buys to a different level by aggregating and integrating the exclusive content and event opportunities. Eleven site partners are currently providing exclusive content, refreshed monthly, for an area within the club site dubbed "The Agenda." [Hip content sites include Going.com, Urban Daddy, Thrillist, Pandora, etc.] Partners are responsible for generating articles relevant to the Patrón brand's core target audience and driving new, qualified members to the club site via whatever brand-appropriate tactics they believe will be effective.