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.

• Accredited to:
• K. Sazama