Constellation Wines has debuted a holiday marketing campaign that includes a mobile site and promotions to keep consumers up-to-date with its brand.

The company partnered with Augme Technologies for the mobile marketing initiative. Constellation Wines is getting the word out about the campaign via free-standing inserts in newspapers that direct consumers to an interactive experience with SMS keywords and QR codes.

?The strategy was to provide an engaging experience for consumers by creating the tools needed to make better holiday and party-planning decisions around their choice of wines,? said David Apple, chief marketing officer of Augme Technologies, New York.

?This campaign provided consumers with a suite of intelligence to generate customized results based on their individual party-planning needs ? right at the peak point of decision making,? he said. ?Consumers can choose from how much wine to serve or suggested food and wine pairings to make their party-planning experience efficient and fun.

?By combining a traditional SMS component with the new technology of 2D bar codes, the campaign provided scalability that ultimately may dictate mobile as a marketing component and not just a promotional tool.?

Constellation Wines is a division of Constellation Brands, which claims to be the world's leading wine company.

Augme provides interactive media marketing platforms that let marketers and agencies to integrate brands, promotions, video and other digital content via the Internet and mobile channels. 

Drinks for thought
Constellation Wines is using mobile calls-to-action via bottleneck hangers and case cards.

Consumers can text the keyword HOST, WINE, CHEERS or PARTY to the short code 30333 to get a link to the company?s mobile site.

Additionally, consumers can scan the 2D bar code to access the mobile site.

?Although mobile is a good fit for all brands, a company like Constellation Wines is a lifestyle brand and usually revolves around a social event,? Mr. Apple said. ?This mobile experience provides a deep level of engagement to educate consumers about everything they need to make a proper decision." 

Party planning
Consumers who access the mobile site can use the party-planning calculator that gives them customized results recommending the amount of wine needed based on the length of the pary, number of guests and available budget.

Customers can also opt-in to receive promotions from the company.

In addition, consumers can share their findings on Facebook or Twitter.

?When it comes to serving wine for your guests, whether you are an amateur wine enthusiast or experienced wine connoisseur, you want to get it right,? Mr. Apple said. ?This promotion empowers consumers to access this in-depth intelligence as their interest peaks.?