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Similar to The mc guigan qr project
Similar to The mc guigan qr project (20)
The mc guigan qr project
- 1. The Wine Thinker © 2013
How DoILikeIt? helped
McGuigan Wines create a new
relationship with UK
consumers
- 2. The Wine Thinker © 2013
McGuigan Wines
Leading 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
- 3. The Wine Thinker © 2013
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
- 4. The Wine Thinker © 2013
The Brief
Increase 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
- 5. The Wine Thinker © 2013
*
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
- 6. The Wine Thinker © 2013
The Solution
A dynamic microsite and tailor-made
recipe e-book driven by QR Codes
and Social Media
- 29. Okay – so an
e-book is now
being
prepared for
you, but
maybe you’d
like a friend
to have one of
their own.
- 33. An intro section introducing the relationship between
Neil McGuigan and Masterchef presenter, John Torode
- 37. Most people would get recommendations of red
wines with these dishes. Those who don’t like red,
however, are pointed to an appropriate white
- 38. For every recipe, reasons are offered for all three
recommendations, building consumers’ confidence to
match wines with dishes for themselves
- 39. Visitors are also directed to the microsite
from Facebook, Twitter, Slideshare etc
- 43. The Wine Thinker © 2013
Data
We know how many consumers
bought the Chardonnay but are
also interested in Grenache
- 44. The Wine Thinker © 2013
Data
We know what proportion say
they like oaky white wine – or
sweet red
- 45. The Wine Thinker © 2013
Data
We know how many of the
Merlot buyers are interested in
food
- 46. The Wine Thinker © 2013
Data
We know whether Shiraz buyers
are also more likely to enjoy black
coffee
- 47. The Wine Thinker © 2013
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.