Marketing strategy | Contest design | CONTENT MARKETING
“Tú sí que sabes de vino” contest
The ‘Tú sí que sabes de vino’ competition revealed Campo Viejo’s educational side, making the brand more accessible to those who had previously felt excluded from the world of wine due to its complexity.
The competition was supported by a series of informative videos about the world of wine, presented by Elena Adell, the winery’s oenologist. She made complex concepts, which can often be a barrier for those new to the world of wine, very accessible.
editions: 2011 and 2012
MICROSITE
For four months, the campaign microsite was the meeting point between the brand and its participants. It featured questions, prizes, weekly winners and videos of the oenologist providing answers
Client
Pernod Ricard – Bodegas Domecq
Date
2011 and 2012
My Role
Strategic idea to bring the world of wine closer to those who feel distanced from it due to a lack of knowledge. Contest mechanics, script for educational videos and art direction
Created in 1997, Pernod Ricard Spain is the leading distributor of spirits in the national market. It has a unique portfolio of brands of spirits, wines, and champagnes with a presence throughout the Spanish territory
Objetive
The objective was to bring wine culture closer to a target audience that has traditionally been distant from it.
Keys
Weekly emails containing a new question, the answer to the previous week’s question and clues about where to find the answers, as well as videos of the winery’s oenologist Elena Adell answering questions, exceeded expectations in terms of both the number of users participating and the amount of time they spent on the brand’s websites and social media profiles.
Two editions
Following the success of the first edition of ‘Tú sí que sabes de vino 2011’, which attracted more than 3,000 participants per week, the brand continued with a second edition featuring new questions: ‘Where does the colour of wine come from?’, ‘Why do we smell the cork when opening a bottle?’ or ‘What is the difference between white and red wine?’
Several ad campaigns were launched on social media to attract participants
The contest was relaunched in 2012 with new content and a revamped design
In its weekly email campaigns, Campo Viejo rewarded those with the most wine knowledge. Those who answered correctly were entered into a prize draw for Campo Viejo wine packs, as well as being given the opportunity to answer the question of the month. This was a more difficult question, with the chance to win a weekend in Logroño, including a visit to the winery, accommodation, wine tasting and dinner.
Campoviejo became a pioneering brand in the field of video blogging
In 15 videos, we got the winery’s oenologist to explain the main aspects of wine in a simple and educational way, covering topics such as grape varieties, storing wine at home, the characteristics of D.O.Ca. Rioja, and how to taste like an expert.
To achieve this, we used simple production techniques in the winery environment combined with explanatory animated infographics.
Campoviejo became a pioneering brand in the field of video blogging
In 15 videos, we got the winery’s oenologist to explain the main aspects of wine in a simple and educational way, covering topics such as grape varieties, storing wine at home, the characteristics of D.O.Ca. Rioja, and how to taste like an expert.
To achieve this, we used simple production techniques in the winery environment combined with explanatory animated infographics.