Jacob’s Creek is leveraging its position as the Official Wine Of Wimbledon with a new 360 degree campaign targeting 35 to 54-year-old consumers through a fairly traditional print and outdoor advertising campaign, couple with digital work, PR and in-store activation.
The brand is expanding its ongoing ‘Open Up’ approach, which has been the focus of its tennis work for several years now and dominated its Australian Open campaign earlier this year (see previous case study), with above the line executions that drive consumers to a new Facebook-led Wimbledon initiative.
The campaign asks players to share their ‘Wimbledon Moment Of Memory’ in story form with a maximum of 150 characters (supported by optional photos or video).
The best stories – which can focus on past events, personal rituals, tournament traditions or funny tales – will win prizes ranging from VIP hospitality experiences at Number One Court to Jacobs Creek picnic hampers.
The Pernod Ricard brand invites 18-plus UK residents to visit its Facebook page, at www.facebook.com/jacobscreekuk and become a fan of Jacob’s Creek, click on the Wimbledon tab, upload their story and complete the entry form by 3 June.
Elsewhere, in the on-trade space, the brand’s Wimbledon work is spearheaded by an Instagram competition. To enter, consumers must purchase a glass of Jacob’s Creek Shiraz or Chardonnay and then upload a picture of them drinking it to Instagram or Twitter to enter a draw for Wimbledon tickets.
To further amplify the third year of its All England Club association, the UK’s third largest Australian wine brand is rolling out an on-pack promotion offering five consumers the chance to win tickets to the Wimbledon Finals (and 500 others to win iPad Minis).
A new Wimbledon neck collar is running on more than two million Jacob’s Creek bottles and outer cases across its ‘Classics range’: which includes Cool Harvest Sauvignon Blanc and Cool Harvest Shiraz Rosé.
To enter the ticket/iPad draw, consumers simply need to visit the brand’s website, at www.jacobscreekwimbledon.com, and enter the unique code found on-pack.
Furthermore, the brand has introduced a range of limited edition ‘all white’ bottles celebrating the partnership. By introducing the ‘all-white’ colour scheme, the wine partner is echoing Wimbledon’s unique, iconic ‘white’ dress code for players. This new all packaging is available on just two Classic offerings – Jacob’s Creek Chardonnay and Shiraz – and is in-store at Sainsbury’s from mid-June.
Jacob’s Creek is also leveraging the ongoing ‘cocktail trend’ by offering up tennis cocktail tips for drinks – such as the Centre Court Spritzer, the Grass Court Cooler, the Match Point Mimosa, the 15-Love and the Base Line – all of which are, of course, made using Jacob’s Creek wines.
Comment
While the core of the campaign is essentially a tried-and-tested classic sponsor ticket competition, this integrated activation does show some elements of innovation in its use of fairly new media platforms – such as Facebook to Instagram – despite its core target being middle-aged adults.
Just another sign of how middle aged, middle class and mainstream such channels have become.
Nevertheless, there seems less innovation and originality than some of the brand’s other work for its global tennis properties such as at the 2012 Australian Open.
Links
Jacobs Creek Website
http://www.jacobscreek.co.uk/united-kingdom/wimbledon-2013/wimbledon-2013-home
Jacobs Creek Facebook
www.facebook.com/jacobscreekuk
Wimbledon Website
