Following on the success of last year’s Tastings and Tapas Tour, Freixenet in September launched a smaller, more eye-catching MINI Mobile tour that within its first five weeks has increased the sparkling wine brand’s fan base by 55 percent. The three-month integrated digital and event-driven campaign, which rolled out in Boston, consists of in-person and online experiences, weekly social media giveaways and a national sweepstakes to win a two-year lease of a new MINI Cooper.
“The MINI Mobile Tour is our way of connecting with our target audience and bringing one-on-one experiences to our consumers,” Alma Hunter, consumer marketing manager at Freixenet, told Buzz. “We want people who are new to the brand to try it, and those who are loyal fans to remember the quality behind this brand.”
Freixenet brand ambassadors accompany two MINI Coopers wrapped in the brand’s signature black and gold colors that are traveling to retailers, nightlife hot spots and popular brunch locations with sampling of its Cordon Negro cava wine and a prize wheel that awards branded tote bags, bottle stoppers and other bubbly-related swag. “It’s a fun way to get people to engage with the brand and really have a connection with us. I want them to go to the store, see our black bottle, remember the experience they had with us and feel drawn to buy that bottle,” says Hunter.
The experience extends to the digital realm via QR Codes on the vehicles as well as on signage, brand ambassadors’ clothing and bottle hang tags that consumers scan to enter the “Freixenet Drive a MINI Cooper Giveaway.” A digital scavenger hunt places hidden bubble game pieces on the brand’s website, Facebook timeline, Twitter feed, Pinterest boards and the new Freixenet Rewards site, which consumers redeem at findthebubbles.com for multiple entries into the contest. On Freixenet Fridays, fans can win additional prizes such as Lolita champagne flutes, Bose headphones and wine fridges by completing social actions such as commenting, tweeting, re-pinning or sharing posts by the brand.
After Boston (Sept. 6 to 30), the tour headed to Houston (Oct. 5 to 28) and will wrap in Miami (Nov. 2 to 25). Agency: Sawtooth, Red Bank, NJ.