One of the original British Columbian Okanagan Valley Wineries had a perception problem of being old and stuffy and wanted to appear to the emerging younger wine consumer. Bucking the category trend of running print ads, we decided to inject some personality into the brand by creating a fictional diary of the winemaker and ‘loosing’ it in downtown Vancouver. Actually we lost two and a half thousand hand crafted diaries, each with a reward of a bottle of premium Sumac Ridge if it was ‘returned’ to the owner. The only way to get in contact with the winemaker was through direct msg on twitter, which helped us kick start a following, and create an engaged new audience.
