Santa Margherita weren’t getting brand recall and consistent purchasing consideration from their target audience of affluent, higher-educated females across the United States.
We created Follow the Vine, an experience that first stimulated dopamine—to strengthen memory creation—then immersed visitors in the Santa Margherita brand story and a wine tasting. This would maximize information retention while showcasing the brand’s premium, yet entertaining brand personality. An email and social campaign attracted our audience in tier-two cities across America, to stand out in less crowded markets. At the experience, a maze of grapevines had guests looking around every corner to discover surprise Santa Margherita cocktails and food pairings. When making it to the end of the maze, a dome theatre immersed our audience in a beautiful and spectacular rendition of the brand story. At the conclusion of the content, guests were given a tasting of Santa Margherita’s four varietals, to give context to what they experienced in the dome content.
23,759 Samples distributed
3,278 Requested future mail
24,468 Website visitors