This document outlines a campaign to promote brandy to young people called "Brandpirízate #conviertetealbrandy". The campaign will tell a story of vampires who migrate to Spain and discover that brandy has better antioxidant effects than human blood, creating a new breed of "Brandpiros" or brandy drinkers. It will use social media platforms like Facebook and Twitter to engage people through contests and an event to introduce the main character. The goal is to make the hashtag #conviertetealbrandy a trending topic and support it over the next year with actions like creating a "Brandpiro" cocktail. The campaign aims to spark passion for brandy like the manga series "Drops of God"

1. Campaign "Brandpirízate #conviertetealbrandy
(Bebrandpire #convertintobrandy)"
TARGET NEW CONSUMER
We´ll start with the same campaign in both social networks and in
the blog. Based, on one hand in the liking of young people for the
world of vampires (movies, tv series, books etc..) and comics and,
secondly, on the antioxidant properties of Brandy de Jerez, we will
devise this campaign from the following storytelling:
"A group of Northern European vampires who, tired of seeing how
human blood had gradually been losing both flavor and revitalizing
qualities, due to poor eating habits, drug use etc.. and to the
pervasive sadness caused by the crisis, migrate to the south of Spain
(land known by the happiness of its people) and when hearing about
the antioxidant properties of Brandy de Jerez decide to taste it,
discovering to their surprise that the effect that this liquor cause in
them is even better than human blood, giving rise to a new breed:
that of the Brandpiros or drinkers of Brandy de Jerez "
From there, we will propose different ways on every platform to
participate in the campaign: we'll order a cartoonist to create the
central character of our history (the young vampire who leads the
group of future brandpiros) and we´ll organize an event for it´s
presentation in society, which will be previously announced in the
press and in social networks (FB and Twitter). Then, on Facebook,
we´ll do a survey to choose his name and a Short Story Contest for
someone to tell us what is the character's story starting from the
twigs of our storytelling, to be developed in greater detail in a
maximum of three pages. The winner will receive a prize (200 euros
and a merchandising batch) and will be released in a new offline act
that will be promoted on both the networks and the blog and will go
to press.
Only then, once we have our "history" built, we´ll bring to light the
hashtag #conviertetealbrandy (#convertintobrandy) on Twitter. By
then, we will have created a big enough community in this network,
on which we expect to have employees and related companies from
wineries, who will be asked to support and spread the hashtag and
try to make it a Trending Topic. This campaign will remain in effect
and be compatible with the development of others for the more
conservative and traditional target.

2. Among other complementary actions, we have planned to create a new
cocktail: "The Brandpiro". The "end" of this campaign will be after a year,
and as a joint action of all the wineries, we´ll give shape to it through a
short animation about the history Brandy de Jerez through the adventures
and the future of the Brandpiros. This short will be presented at
competitions and festivals in order to multiply the initial impact.
We base the good acceptance of this campaign on the success of
similar experiences as the manga comic series "Drops of God" who
has unleashed the passion for wine in Korea and Japan.