A NOVEL campaign to be launched today, using the online social network Facebook as well as Media24 bloggers, could see a savvy domestic wine maker reach a new, younger market and also move towards independent distribution.<\/p>\n
Perdeberg winery \u2014 \u201cthe one with the zebra\u201d as it calls itself \u2014 has developed an application for Facebook users whereby they can \u201ctoast\u201d each other with a glass of Perdeberg wine.<\/p>\n
In addition, interactive online banners on Media24 blogsites allow bloggers to clink glasses with the blog\u2019s owner whenever they believe a blog, or a comment, to be worthy of a toast.<\/p>\n
For the next five months, during the campaign, 3200 bottles of the Boland wine will be given away as prizes to users who receive the most toasts and those who spread the word widest. Random prizes will also be awarded to Facebook users just for raising a glass to something they like.<\/p>\n
Campaign developer Wired Communications said: \u201cThis is purely to grow the brand locally\u201d \u2014 especially for a younger audience as well as women, through Women24 branded blogs.<\/p>\n
Wired Communications marketer Will Gubb said Perdeberg, a co-operative wine distributor, wanted to become more like Distell in its ability to distribute directly to its own client base. He said the campaign had allowed it to develop Facebook applications as well as to find a novel way of enticing younger wine-drinkers. However, only those over 18 would be sent wine prizes.<\/p>\n
A previous trailblazing campaign by a new wine label, Stormhoek, tapped into the blogging community and sponsored geek events that generated massive online interest.<\/p>\n
The result boosted the label\u2019s production substantially and gave it a global name within a fairly short time. In just three years, Stormhoek grew its UK distribution from zero to about 200000 cases.<\/p>\n
The label\u2019s website is plastered with tags and links that make it look more like a techie\u2019s personal blog than the smooth look of a wine maker.<\/p>\n