ONE GLASS OF WINE, ONE THOUSAND CHATS by Mindshare Buenos Aires for Fondo Vitivinicola De Mendoza

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ONE GLASS OF WINE, ONE THOUSAND CHATS

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Industry Wine & Champagne
Media Promo & PR, Case study
Market Argentina
Agency Mindshare Buenos Aires
Art Director Federico Sordo
Released December 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: FONDO VITIVINICOLA ARGENTINO
Product/Service: WINE
Date of First Appearance: Dec 1 2010
Entrant Company: MINDSHARE, Buenos Aires, ARGENTINA
Entry URL: http://twitter.com/#!/1vinomilcharlas
Art Director: Federico Sordo
Copy Writer: German Barbato
Production: Christian Menendez
Entertainment Director: Adriana Vigil (GroupM)
Chief Executive Officer: Monica Alvarez (Mindshare)
Client Leadership: Martin Lammardo (Mindshare)
Coordinator: Andrea Salinas (Mindshare)
Media placement: On-Line - Twitter - December 2010

Insights, Strategy & the Idea
The “Fondo Vitivinícola Argentino” organization created an ATL campaign which concept was ‘One glass of wine, one thousand chats’
Our goal was to spread the concept word-of-mouth and so create one thousand real chats.
To achieve this, we took a thousand chats to Twitter.

Creative Execution
We created the hashtag #melodijoconunvino (he told me with a glass of wine) and people turned it into a trending topic.
It was then when our user (@1vinomilcharlas) arrived on the scene and did raffles, shared wine related tips, and so it became trending topic as well.
And to keep adding people to the chat we set a twittcam with two Argentinian celebrities of the Twitter Universe: @Fieritacatalano y @Wqueijeiro.
They chatted with their followers about wine and thousand topics, thus reinforcing the concept of the campaign.
And in a very special day as it is December 24th we launched another hashtag: #brindopor (cheers to). People turned it once again into a trending topic.

Results and Effectiveness
* 3 trending topics in ten days, with no need of sponsorship.
*More than 1,200 tweets per hour on the very first day of the campaign launch.
*More than 700 people followed the broadcasting of twittcam live.
*1,790 followers in only 15 days.
And we spread the concept of the campaign using only word-of-mouth ‘One glass of wine, one thousand chats’.