Winter has arrived with a vengeance, and with it, campaigns around keeping warm, lighting fires, cooking hearty food, enjoying the outdoors, the company of friends, the sounds of music. Sedgwick’s Old Brown Sherry’s latest push, designed to tap into a younger market, has covered all those touchpoints with its #ShareTheWarmth campaign.
Using research that the fortified wine is often enjoyed outdoors – camping, fishing, hiking – its call to action will give someone the opportunity to win one of two weekends away, worth R100 000, taking five friends along for fun.
There are three destinations on offer: camping at Sibuya Game Reserve in Kenton-on-Sea in the Eastern Cape, caravanning in one of the exclusive Airstream trailers of the Old Mac Daddy Hotel in Elgin or fishing from a house boat at Lake Jozini in KwaZulu-Natal.
“Share the Warmth’ is an expression of the physical and emotional warmth that consumers feel when they consume our brand. The brand has a habit of popping up where good friends gather, where great experiences, memories and stories are shared and this competition gives consumers the opportunity to re-create those memories,” says regional brand manager, Kelly Johnson.
The brand recently created such an outdoor experience for a group of young online influencers. The event saw eight bloggers hiking for two days on the pristine Hoerikwaggo Trail in Table Mountain National Park and sharing a warm campfire experience while enjoying Sedgwick’s Old Brown together.
Bloggers were encouraged to share their experiences on social media using #ShareTheWarmth on Twitter and Instagram. Their experiences were captured in an AV hosted on the brand’s YouTube channel and curated on Storify .
To be eligible, consumers must purchase a bottle of Sedgwick’s Old Brown and SMS their barcode using the USSD mechanic. Entries close 30 June 2013.
For more information about the #ShareTheWarmth campaign visit www.facebook.com/sedgwicksoldbrown