Consumer Engagement with Prize Giveaway for European Winery

One of Europe’s oldest and most respected wine and sherry brands sought to improve their brand recognition particularly with younger consumers.

One of Europe’s oldest and most respected wine and sherry producers was looking to gain market share and increase brand awareness for its brand.  With so many competitors, their goal was severalfold including grab consumer attention, drive bottle sales, engage consumers with a relevant promotion and perhaps most importantly increase awareness in the next generation of consumers.

After much research, the brand decided on a comprehensive marketing program centered around a cash giveaway program delivered through an NFC tag on bottle collars.  Consumers had a chance to win a 1000 euro prize if they activated the bottle after purchase at home.  By using collars on the bottles, the brand was able to add them after bottling and could get the program in market faster than if they had waited to place the tags behind the label.

One key to the solution was that their tag vendor had a comprehensive software platform that allowed them to manage the NFC tags and the content associated with the program.  They were able to create the content and the tags in parallel, cutting down time to market.  The vendor’s software included comprehensive analytics that made it easy to evaluate the program geographically and by brand.

The results for the program far exceeded the company’s expectations:

• 54% of the bottles in market triggered interactions
  • 1 in 3 consumers interacted with the bottle in store and after purchase at home
  • 1 in 3 of those that interacted with the bottle in the store then purchased
• Most consumers purchased 2 bottles or more driving volume
• The program received 10 times the traffic and double the number of subscribers of a recent social media program
• The interactive nature of the program was visible through the software and the company could identify areas with lower interaction and do analysis to identify problems.

Tapwow Takeaways

• Customers need something in it for them in order to interact. A cash prize in this case.
• There are many ways to generate interaction and, in this case, a neck collar allowed the customer to get in market faster and more cost effectively.
• Using software speeds time to market and flexibility making marketing programs more cost effective.