May 2, 2008
Wine Enthusiast
Interactive Print Advertisement
Client Company:
Wine Enthusiast is a company run by wine lovers, for wine lovers and is dedicated to inspiring, creating and facilitating delicious moments with friends and family through the enjoyment of wine. Founded in 1979 with the launch of The Wine Enthusiast® catalog, the company currently addresses the wholesale, retail and consumer direct markets, including online, and is the world’s leading source for wine accessories, storage, information, education, ratings and events.
Objectives:
Wine Enthusiast wanted to use SnapTell’s Snap.Send.Get™ image-recognition based mobile marketing solution to create a long term brand relationship with their customers by letting them interact with print advertisements whenever and wherever they wanted. Another objective was to enhance the shopping experience of Wine Enthusiast customers, who are technology savvy, by extending the footprint of Wine Enthusiast print ads to the mobile channel.
Solution:
The Wine Enthusiast advertisements in Wall Street Journal, activated by SnapTell’s image recognition technology, prompted readers to take a picture of an advertisement with their camera phone to receive a special offer from Wine Enthusiast on their mobile phone. The offer was a coupon good for 15% percent off purchases of $100 or more at Wine Enthusiast.
Initially the campaign was planned to run between December 8, 2007 and December 31, 2007. However, given initial results, the campaign lasted through the end of January 2008.
Benefits:
- First-of-its-kind national promotion from a major retailer
- Responses received from various cities across US
- Measurable print advertisement effectiveness by city, regional edition and time of day
- Enhanced brand perception with target customers and media for innovative use of image recognition technology
- Image recognition rate of 99%+
About SnapTell
SnapTell is revolutionizing the way consumers and marketers connect. Using a camera phone and SnapTell's innovative image-recognition technology, users can easily and instantly access requested information and content. Marketers can effortlessly create high-impact campaigns using existing collateral and can alter their messaging on the fly in response to SnapTell-provided actionable metrics. Currently, the company is in discussions with major brands and agencies with SnapTell solution deployment expected in the upcoming weeks. For further information on the company visit: http://www.snaptell.com
About Wine Enthusiast
Headquartered in Elmsford, New York, Wine Enthusiast is a company run by wine lovers, for wine lovers and is dedicated to inspiring, creating and facilitating delicious moments with friends and family through the enjoyment of wine. And, like the name suggest, we are unabashedly enthusiastic in this pursuit. From stemware to storage, pairings to parties, tastings to ratings, Wine Enthusiast is the most trusted resource for anyone with a passion for wine and all the joy, romance, and fun that comes with it.
Founded in 1979 with the launch of The Wine Enthusiast® catalog, the company currently addresses the wholesale, retail and consumer direct markets, including online, and is the world's leading source for wine accessories, storage, information, education, ratings and events.
In 1988, Wine Enthusiast Companies founded Wine Enthusiast Magazine to educate and entertain readers about wine and the wine lifestyle in an accessible and user- friendly way. In addition, Wine Enthusiast Magazine develops signature events for both consumers )Toast of the Town®) and the trade. The magazine and "Buying Guide" are also available online.
