El Jefe, proprietor of Twisted Oak Winery and frequent Winecast commenter, has just posted a contest to write the back label of one of his wines. This is a great marketing idea similar to the Fortune Corkies I wrote about earlier in the month.
Basically, Twisted Oak is asking it’s customers to write the back label of the soon to be released white Rhone-style blend called %@#$! Customers have plenty of ideas to inspire their writing from past examples on the Twisted Oak blog. All entries must be received by March 16th and the winner will be announced March 19th and their back label will be printed on the back of the next release of %@#$! later this summer. Everyone entering the contest will receive a 20% off coupon for wine purchases and the winner will receive a full case of %@#$! with their custom label.
Like other promotions that invite customers to co-create the product, I think this one will be successful in spreading the word about Twisted Oak and get more people to try their wines. Current customers will tell their friends and this word-of-mouth will spread virally. All without expensive ads in Wine Spectator and the like. Very Wine 2.0, El Jefe.