Product Marketing : Applied to Different Sectors of the Wine Market
Millennials prefer experiences over objects and to satisfy that, Santa Margherita launched a “Behind the Vines” experiential marketing activation in summer 2018 in the United States. Through 360° videos projected inside a fabric dome, the winery brought the vineyards to the consumer including a guided wine tasting. Outside the dome included interactive photobooths to further encourage experiencing the brand. A Rosé Mansion was also activated in midtown Manhattan with over 40 participating wineries from around the world that included several rooms of Instagram-worthy photobooths & props. The Rosé Mansion further established a wine club list to monetize the experience.
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