the mc guigan qr project
TRANSCRIPT
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.