Learning the internet marketing of wine brand

You can always rely on the wine company to create a great advertising ideas. Because these companies are making more use of online media, they are also the source of the most innovative interactive marketing activities that some users can find.

Do you believe that people will not forget the award-winning advertising campaign of the thebar.com and Bacardi Mojito banner of the world's largest wine giant, Diageo (Diageo)? Marketers in the industry are often the first to try interactive technology, whether it's creating a custom music radio in Pandora to match a new vodka product, or developing a shared tool to increase the participation of users and "Diddy" vodka.

The industry's network development was a landmark year last year. Because Google announced that it would allow its advertising platform AdWords to search for wine brands, first allowed beer advertising, and then the alcohol products advertising. Liquor ads can only be used for brand promotion purposes. For example, use harmless content, such as recipes and recommendations for seasonal beverages. Beer advertisers can also promote sales and brand preferences. Either way, these advertisers can choose to go beyond the online display advertising forms.

Banner Click Ads

Do not think that this way will not produce a fantastic visual feast. Last year's "Captain Morgan set Sail" (Captain Morgan is the world's second rum) is a good example of how to promote the Internet advertising technology for wine brands. The brand's rich media advertising has effectively promoted its sailing competition, and winners will be able to visit the Playboy Mansion, including acting as an advertising spokesperson, and receiving images from a number of "Girls Next Door" stars who have modeled the famous Captain Morgan's posture.

At the same time, display advertising campaigns that run on some sites, such as advertisements for beer brands Stella ARTOISRN on the site's Food &wine, use a nearly forgotten banner click AD. The ad links to a number of gourmet brochures in the PDF format, including Belgian beer style, drinking habits, other famous Belgian beer brands, product information, food pairing techniques and some recipes that need to be added to the beer sauce.

The success of this event is to skillfully link the media purchases with the content of the sale. If an audience is interested enough to download and read a 50-page paper on Belgian beer, we will find him on the wine and Dine website.

Expand Network Coverage

To increase the impact of their advertising, wine brands are looking for other interactive tools to effectively enhance the brand's participation. One of the most recent activities of Absolut is its sponsorship of the Drinkspiration brand iphone app. The program is very popular with some club members and occasional drinkers.

The application makes a recommendation for all major types of wines based on the criteria chosen by the user, such as taste, color, location, popularity, or even the time of day. Perhaps most interestingly, the application also includes a global positioning system that allows users to view collective user data, such as what other people are searching for at any time, whether the user is around the world or on your corner. The app also includes recipes in case your bartender isn't familiar with the various ingredients of the wine. And users can share the recipe with friends via Facebook and Twitter.

Using social groups to promote

Most of the wine ads are designed to improve brand awareness, product memory and purchase intentions, but there are many ads to promote new products. Take the marketing campaign for the new product of Bud Light Lime in Canada as an example. It is reported that the Cross-media marketing activities include guerrilla marketing, flash marketing, the establishment of YouTube micro-sites, as well as the competition in social media.

When the product was launched in the United States, Canadians immediately mobilized on Facebook, forming 5 different Facebook groups, conveying their desire to launch the product in Canada. When the time was right, marketers representing Bud Light Lime's Canadian distributor issued "spree packs" to 100 members of those groups to encourage them to become product advocates.

At the same time, the YouTube site also played all the products of TV shows, flash images, as well as the Canadian Bud Light Lime on Facebook's official website a link.

The industry offers a lot of valuable material in advertising marketing because its marketers provide new, exciting content, competitions, and ideas. When you encounter a wine brand online advertising campaign, you have to pay attention to, perhaps you can find some inspiration.

(Original: July 23, 2009; compilation: Zeng Cui)