Xcom.

SUMMARY

A ‘money can’t buy’ dining and wine experience prize to build awareness and acquire new email subscribers. Almost 20,000 unique entrants in the campaign and added almost 15,000 new Wine Mail email subscribers

BACKGROUND

Wine Selectors were looking to create awareness campaign that would give them brand exposure and acquire new email subscribers for ongoing communications. Traditionally, Wine Selectors were only known to people through the main channels of; online wine purchasers, seen one of the tasting kiosks at an airport, attended a wine event or trade show or received a ‘cold’ promotional call.

SOLUTION

The campaign was put to market with a competition micro-site that showcased a compelling prize worth $50,000. The prize included an all expenses paid 3-day guided food and wine tour for you and your five friends to the Hunter Valley, NSW. The campaign had a celebrity hook with Maeve O’Meara, from popular television program Food Safari, who was the host for the competition winners. Daily prizes were given away to keep users interested and to stimulate sharing.

The microsite allowed users to choose who they wanted to sit at their table, thus sharing the campaign with friends. The microsite also allowed the campaign to be shared through social media (Facebook and Twitter) that gave the user additional entries on top of the number of friends they invited via email.

The campaign was seeded to the existing Wine Mail database and a targeted media buy to food and wine related publications as well as major news outlets with an emphasis on SBS due to the Maeve O’Meara/Food Safari’s linkage.

The micro-site also contained information about Wine Selectors and links to current wine promotions through the site and as tactical inclusions on triggered entry confirmation emails

OBJECTIVES:

• Brand/awareness as a consequence of having a promotion being in market
• Create awareness about a ‘money can’t buy’ dining and wine experience for one lucky person and five of their friends
• Captivate people’s minds to achieve not just attention but a genuine interest and desire to want to enter/participate as the nature of the prize/competition in some part would only appeal to a genuine food and wine lover.

• Build the subscriber database
• Increase awareness to Wine Selectors and Wine Mail and to acquire new Wine Mail subscribers
• Generate new customers and sales revenue through tactical wine offers that are then sent to newly subscribed Wine Mail recipients.
• Acquire case sale customers at an acceptable cost per member compared to normal cost of acquisition.

RESULTS

This campaign encouraged users to invite up to 5 friends to sit at their virtual ‘table’ through social media. This stimulated sharing and the campaign resulted in 49,837 entrants and an increase of their email subscribers of 14,561, exceeding the client’s primary KPIs.

• Number of tables started 19,691
• Total number of entrants in the campaign 49,837
• Total number of unique entrants in the campaign 19,604
• Total number of shares via email, Facebook & Twitter 21,419
• Number of new subscribers added to the Wine Mail database 14,561