Wine Guru, the new wine game

Last Thursday 15^th July, Wines of Argentina performed the seminar “El Marketing vitivinícola en la era online: la oportunidad de la web social” (The wine marketing in the online age: the opportunity for the social web) at the Diplomatic Hotel. The speakers were Lis Clément, Marketing and Communication Manager at Wines of Argentina, and, from Buenos Aires, Emiliano Rodríguez Nuesch, executive from Origami, an online creativity agency, in charge of the development of the online game Wine Guru.

During the seminar, the speakers focused on two main issues: the new wine marketing and the launch of this original game.

Online marketing to promote Argentinian wine

Wines of Argentina aims to promote Argentinian wine as one of the New World`s leading wines in the main world consumption centers. This is mainly performed by means of fairs, travels, connection with opinion-makers, etc. Apart from these communication strategies, online marketing has been also included.

Lis Clément explained that wine consumers need a non-orthodox communication: “We try to achieve this by being on the web, tasting wines in Twitter or Facebook and developing this new game, apart from providing face to face communication.”

This way, apart from traditional communication, by means of interactive networks new 2.0 consumers start exchanging information about products and brands.

Wine Guru

Wine Guru, a game created by Origami, is part of Wines of Argentina`s promotion actions. Wine Guru aims to reach new wine consumers, bringing them closer to Argentina`s winemaking.

According to Rodríguez and Clément, this project will be connected with Facebook and the results and advances may be published in the participants` profiles. This way, “virality” may be achieved.

But, how is the game played?  This is a simple and entertaining idea that brings everybody closer to the wine world. The objective is that consumers turn in a Wine Guru, developing their own Argentinian vineyard and creating their own wine.

The game let users buy plots in different Argentinian winemaking regions of Malbec and Torrontés, the two emblematic grape varieties of the country.

As one buys lands, the game progresses and plants grow until harvest time. By means of multimedia pictures and videos, Wine Guru shows the winemaking process from grapes to bottled wines.

From then on, participants create their own wine with identity. As players go forward, they may win awards granted by important magazines or “gurus” such as Robert Parker.

“By playing this game, participants may get closer to the wine world, which is sometimes considered unattainable. Moreover, they may know processes as well as Argentina`s regions and emblematic grape varieties,” highlighted the game creator.

Translation: Ana Tagua

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Tags: Online Game, Wine Guru, Wines of Argentina