Press Release (16/05/2012):
Taltarni’s fully integrated trade- and social media-driven “Your Moment to Sparkle” competition for Taché, Australia’s number one selling sparkling rosé within its category*, came to a climactic close on Tuesday, May 1st.
Competition entrants were required to describe a sparkling moment in their life, in 20 words or less, to win a Holloway Diamonds pink diamond pendant valued at over AU$8,500.
There were three pink diamond pendants to be won in one of three ways:
1. The “People’s Choice”, as voted by fellow Facebookers
2. “Taltarni’s Choice”, as voted by Taltarni Vineyards
3. Random Selection, as chosen by a random generator
The competition response, both in size and calibre, exceeded expectations. With just under 4,000 “sparkling moments” submitted, the entries ranged from personal, intimate moments to proud moments of achievement to celebratory moments with loved ones.
The winner of the “People’s Choice”, an award designed to bolster the competition’s virality, generated 2,189 Facebook “shares” (recommends and sends) and 404 unique comments. The monthly minor prize draws, each involving 100 entrants being selected at random to receive a Taché Sparkling Moments Gift Box, also created surges in competition interest and excitement throughout the campaign. The winning entries can be viewed at http://www.taltarni.com.au/sparklingmoments/winners .
The competition homepage was “liked” by 6,055 Facebook users, while the competition entries as a collective generated a phenomenal 15,000 Facebook “shares” and 8,000 Facebook comments. The total brand reach of these figures equates to approximately 4.5 million targeted Facebook eyeballs.
It was a nationwide competition, with promotional stock available in all Dan Murphy stores as well as other fine wine retailers. Each bottle of Taché “wore” a pink diamond neck pendant, advertising and promoting the competition via QR code at an in-store level. The competition was also supported by online advertising, window displays and in-store POS. It ran from February 1st, 2012 to April 30th, 2012, covering Valentine’s Day, Easter and “diamond month” in April.
Both Taltarni and Holloway Diamonds are aspirational, lifestyle brands that produce some of the finest pink sparkling products within their respective field. Taché is the French word for “stained”, which refers to the fact that the wine is “stained” with red wine. A sparkling pink diamond pendant promotion helped to reinforce that Taché is, in actuality, a pink sparkling within the minds of consumers.
To view Ann Smedley, the “Taltarni’s Choice Award” winner, receive her prize diamond pendant, please visit: http://www.youtube.com/watchv=wGkCFRl_vfc
To view the competition, please visit: http://www.taltarni.com.au/sparklingmoments/
* AC Nielson; sparkling rosé $20 – $30 price category.
For more information, please contact: Rosemary Shisler
Marketing Manager Australia/Asia | Goelet Wine Estates firstname.lastname@example.org | 0437 394 637