Working in marketing (yes I do have a day job) I'm pretty cynical about stunts and promotions. Especially if they're too blatantly selling product. However, this summer, Cono Sur ran a Show What you Grow competition that really entertained me and quite possibly made me a fan.
|Some of the tomatoes I grew in my garden|
It's a tough job doing alcohol promotions. There's a whole load of regulation around targeting the right age groups and not encouraging people to drink too much. That's why I think this campain hit the right level. Firstly because they understand their audience. People who grow their own produce are likely to be pretty middle class and like the good life. Secondly because, other than more wine, food's the best thing to go with a nice glass of something tasty. And thirdly, it gives fans a moment of fame, by displaying real pictures of people online page whether they're winners or not.
Finally because it works as a great sampling opportunity. Allowing people to try Cono Sur even if they hadn't thought of buying it before.
|Me, a large courgette, a tomato and a bottle of Cono Sur|
|A bottle of the Pinot Noir I won for my marvellous photo|
All this must have engaged me with the brand because I even downloaded the Cono Sur app. Which, although disappointingly isn't configured for iPad, and doesn't do much more than list their range, I was surprised by how extensive their range was. Especially the 20 barrel range, a premium wine range which I had never seen before.
So the moral of this story is that well targeted promotions work. And did it make me drink more wine? Am not sure that is possible!! Would I buy Cono Sur in the future? Almost certainly.