the mc guigan qr project

The Wine Thinker © 2013

How DoILikeIt? helped McGuigan Wines create a new relationship with UK

consumers

The Wine Thinker © 2013

McGuigan WinesLeading Australian brand

*8th biggest wine brand in the UK

*Winner of several Winemaker of the

Year awards*

Over 50 SKUs*

Sold in most major chains

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DoILikeIt?Innovative Research and Marketing Consultancy

*Founded by Robert Joseph,

Judy Kendrick & Hazel Murphy*

Client list: Direct Wines, Wines of Australia, Pernod Ricard,

Origin Wines, London Intl Wine Fair

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The BriefIncrease consumer awareness of

the brand*

Associate McGuigan with good food

*Give consumers the confidence

to try unfamiliar styles and more premium examples of McGuigan

wine

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*Establish McGuigan as being an “accessible” brand that wants to make choosing and buying wine

easy for consumers*

Take the “rules” out of food & wine matching

*Learn from consumers about

what they like

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The Solution

A dynamic microsite and tailor-made recipe e-book driven by QR

Codes and Social Media

Consumers are encouraged to scan the QR Code

…to find out more about the wine in front of them

They can then take a look at the menu, and maybe click on the Recipe of the Month

Watch the video showing how to prepare this month’s recipe.

Read the method and ingredients.

Learn which wine would go best with the dish

Browse the range of wines

Go to the “Fragrant” section

Look at one of the “Fragrant” wines

Go back to the Style menu and look at “Intense” wines

And explore one of the examples – maybe a style you haven’t seen before.

Then maybe, learn about the company behind the wines

And the prizes it has won.

Now let’s look at the Free Recipe Collection

Learn what you need to do

Give your email address so that the e-book can be sent to you. And maybe a friend’s email, so that they can have one too

Now share your tastes in wine. And reveal your dislike of oaky whites. And any kind of red.

Share your views on your favourite foods. And maybe reveal that you don’t eat seafood.Or cake.

And what about your tastes in other foods and drinks – such as grapefruit, banana, coffee and chocolate.

Okay – so an e-book is now being prepared for you, but maybe you’d like a friend to have one of their own.

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Within 10 minutes, you should get an email telling you that your e-book is ready.

Here’s a pageflip ebook. With your name on it.

Mickey Mouse

An intro section introducing the relationship betweenNeil McGuigan and Masterchef presenter, John Torode

An interview with John Torode

And one with Neil McGuigan

Here’s the range of wines…

Most people would get recommendations of red wines with these dishes. Those who don’t like red, however, are pointed to an appropriate white

For every recipe, reasons are offered for all three recommendations, building consumers’ confidence to match wines with dishes for themselves

Visitors are also directed to the microsite from Facebook, Twitter, Slideshare etc

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And through traditional media

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Making friends – social media

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Data

We know how many consumers bought the Chardonnay but are also interested in Grenache

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Data

We know what proportion say they like oaky white wine – or sweet red

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Data

We know how many of the Merlot buyers are interested in food

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Data

We know whether Shiraz buyers are also more likely to enjoy black coffee

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Conclusions

Since mid-February over 15,000 people have scanned the QR Code.

Many more have accessed the microsite directly.

Every half-hour, 24/7, somebody is downloading their own personalised ebook.