Mystery Cork Giveaway
Fifth Leg Launch Microsite
Treasure Wine Estates approached us with an interesting challenge: The LCBO had given trial listings to 30 Australian wine brands for the summer season - but only the TOP FIVE would receive permanent listing in the fall. They wanted to invest in making Fifth Leg a success, but couldn't spend too much against such long odds.
And how would we make one Australian brand stand out - for very little money?
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Drawing on the dog character that graced their labels in Australia, we created the Fifth Leg Dog Translator microsite - a place where drinkers could hear the dog bark out the tasting notes of the wine, and have their own names translated into "Dog."
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A street team's mystery cork giveaway drove users to the site, and social media postings of their name translations grew visits exponentially as the viral campaign spread.
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At the end of the test period, Fifth Leg Red placed 2nd, and Fifth Leg White placed 4th.
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I'd call that a win.
On Premise signage & Packaging
Dog Translator Microsite
Website Fly-through Video
Social Media Viral Growth
