The Wine Thinker © 2013How DoILikeIt? helpedMcGuigan Wines create a newrelationship with UKconsumers
The Wine Thinker © 2013McGuigan WinesLeading Australian brand*8th biggest wine brand in the UK*Winner of several Winemaker...
The Wine Thinker © 2013DoILikeIt?Innovative Research and MarketingConsultancy*Founded by Robert Joseph,Judy Kendrick & Haz...
The Wine Thinker © 2013The BriefIncrease consumer awareness of thebrand*Associate McGuigan with good food*Give consumers t...
The Wine Thinker © 2013*Establish McGuigan as being an“accessible” brand that wants to makechoosing and buying wine easy f...
The Wine Thinker © 2013The SolutionA dynamic microsite and tailor-maderecipe e-book driven by QR Codesand Social Media
Consumersareencouragedto scan theQR Code
…to find outmore aboutthe wine infront of them
They can thentake a look atthe menu,and maybeclick on theRecipe of theMonth
Watch thevideoshowing howto preparethis month’srecipe.
Read themethod andingredients.
Learn whichwine wouldgo best withthe dish
Browse therange ofwines
Go to the“Fragrant”section
Look at oneof the“Fragrant”wines
Go back tothe Stylemenu andlook at“Intense”wines
And exploreone of theexamples –maybe a styleyou haven’tseen before.
Then maybe,learn aboutthe companybehind thewines
And theprizes it haswon.
Now let’slook at theFree RecipeCollection
Learn whatyou need todo
Give youremailaddress sothat the e-book can besent to you.And maybe afriend’s email,so that theycan have onetoo
Now shareyour tastes inwine. Andreveal yourdislike ofoaky whites.And any kindof red.
Share yourviews onyourfavouritefoods. Andmaybe revealthat you don’teat seafood.Or cake.
And whatabout yourtastes in otherfoods anddrinks – suchas grapefruit,banana,coffee andchocolate.
Okay – so ane-book is nowbeingprepared foryou, butmaybe you’dlike a friendto have one oftheir own.
hathatWithin 10 minutes, you should get an emailtelling you that your e-book is ready.
Here’s a pageflipebook. With yourname 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 redwines with these dishes. Those who don’t like red,however, are pointed to an a...
For every recipe, reasons are offered for all threerecommendations, building consumers’ confidence tomatch wines with dish...
Visitors are also directed to the micrositefrom Facebook, Twitter, Slideshare etc
The Wine Thinker © 2013And through traditionalmedia
The Wine Thinker © 2013Making friends – social media
The Wine Thinker © 2013
The Wine Thinker © 2013DataWe know how many consumersbought the Chardonnay but arealso interested in Grenache
The Wine Thinker © 2013DataWe know what proportion saythey like oaky white wine – orsweet red
The Wine Thinker © 2013DataWe know how many of theMerlot buyers are interested infood
The Wine Thinker © 2013DataWe know whether Shiraz buyersare also more likely to enjoy blackcoffee
The Wine Thinker © 2013ConclusionsSince mid-February over 15,000people have scanned the QR Code.Many more have accessed th...
The mc guigan qr project
The mc guigan qr project
The mc guigan qr project
The mc guigan qr project
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The mc guigan qr project

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The mc guigan qr project

  1. 1. The Wine Thinker © 2013How DoILikeIt? helpedMcGuigan Wines create a newrelationship with UKconsumers
  2. 2. The Wine Thinker © 2013McGuigan WinesLeading Australian brand*8th biggest wine brand in the UK*Winner of several Winemaker of the Yearawards*Over 50 SKUs*Sold in most major chains
  3. 3. The Wine Thinker © 2013DoILikeIt?Innovative Research and MarketingConsultancy*Founded by Robert Joseph,Judy Kendrick & Hazel Murphy*Client list: Direct Wines, Wines ofAustralia, Pernod Ricard, OriginWines, London Intl Wine Fair
  4. 4. The Wine Thinker © 2013The BriefIncrease consumer awareness of thebrand*Associate McGuigan with good food*Give consumers the confidence to tryunfamiliar styles and more premiumexamples of McGuigan wine
  5. 5. The Wine Thinker © 2013*Establish McGuigan as being an“accessible” brand that wants to makechoosing and buying wine easy forconsumers*Take the “rules” out of food & winematching*Learn from consumers about whatthey like
  6. 6. The Wine Thinker © 2013The SolutionA dynamic microsite and tailor-maderecipe e-book driven by QR Codesand Social Media
  7. 7. Consumersareencouragedto scan theQR Code
  8. 8. …to find outmore aboutthe wine infront of them
  9. 9. They can thentake a look atthe menu,and maybeclick on theRecipe of theMonth
  10. 10. Watch thevideoshowing howto preparethis month’srecipe.
  11. 11. Read themethod andingredients.
  12. 12. Learn whichwine wouldgo best withthe dish
  13. 13. Browse therange ofwines
  14. 14. Go to the“Fragrant”section
  15. 15. Look at oneof the“Fragrant”wines
  16. 16. Go back tothe Stylemenu andlook at“Intense”wines
  17. 17. And exploreone of theexamples –maybe a styleyou haven’tseen before.
  18. 18. Then maybe,learn aboutthe companybehind thewines
  19. 19. And theprizes it haswon.
  20. 20. Now let’slook at theFree RecipeCollection
  21. 21. Learn whatyou need todo
  22. 22. Give youremailaddress sothat the e-book can besent to you.And maybe afriend’s email,so that theycan have onetoo
  23. 23. Now shareyour tastes inwine. Andreveal yourdislike ofoaky whites.And any kindof red.
  24. 24. Share yourviews onyourfavouritefoods. Andmaybe revealthat you don’teat seafood.Or cake.
  25. 25. And whatabout yourtastes in otherfoods anddrinks – suchas grapefruit,banana,coffee andchocolate.
  26. 26. Okay – so ane-book is nowbeingprepared foryou, butmaybe you’dlike a friendto have one oftheir own.
  27. 27. hathatWithin 10 minutes, you should get an emailtelling you that your e-book is ready.
  28. 28. Here’s a pageflipebook. With yourname on it.Mickey Mouse
  29. 29. An intro section introducing the relationship betweenNeil McGuigan and Masterchef presenter, John Torode
  30. 30. An interview with John Torode
  31. 31. And one with Neil McGuigan
  32. 32. Here’s the range of wines…
  33. 33. Most people would get recommendations of redwines with these dishes. Those who don’t like red,however, are pointed to an appropriate white
  34. 34. For every recipe, reasons are offered for all threerecommendations, building consumers’ confidence tomatch wines with dishes for themselves
  35. 35. Visitors are also directed to the micrositefrom Facebook, Twitter, Slideshare etc
  36. 36. The Wine Thinker © 2013And through traditionalmedia
  37. 37. The Wine Thinker © 2013Making friends – social media
  38. 38. The Wine Thinker © 2013
  39. 39. The Wine Thinker © 2013DataWe know how many consumersbought the Chardonnay but arealso interested in Grenache
  40. 40. The Wine Thinker © 2013DataWe know what proportion saythey like oaky white wine – orsweet red
  41. 41. The Wine Thinker © 2013DataWe know how many of theMerlot buyers are interested infood
  42. 42. The Wine Thinker © 2013DataWe know whether Shiraz buyersare also more likely to enjoy blackcoffee
  43. 43. The Wine Thinker © 2013ConclusionsSince mid-February over 15,000people have scanned the QR Code.Many more have accessed themicrosite directly.Every half-hour, 24/7, somebody isdownloading their ownpersonalised ebook.

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