Banana Republic links QR codes on wine bottle to party-planning content
By Chantal Tode
October 25, 2011
The limited-edition wine bottles designed by Banana Republic
Banana Republic is teaming with a winery on a QR code campaign that extends brand engagement via a one-stop shop for party planning.
Limited-edition bottles of wine from Clos du Bois Winery feature a tie-in with Banana Republic that includes labels designed by the retailer’s creative director and a QR code. The QR code on each label gives users access to a holiday party soundtrack, style tips, entertaining advice and food and wine recommendations.
“In this campaign, the QR Codes are connecting consumers to additional content right from the bottle,” said David Javitch, vice president of marketing at Scanbuy Inc., New York. “This is a fantastic way to extend brand engagement from something as simple as the package, and the content they are providing is adding value to the consumer.”
Mr. Javitch is not affiliated with Banana Republic or Clos du Bois and spoke based on his experience with QR code campaigns for brands.
Placing QR codes on product packaging enables marketers to connect users with information that they cannot put directly on the packaging because of space constraints. QR codes also give marketers a way to extend their brand, reach new audiences and to display media content in a new way.
Wine distributor Nathan Lion, a Scanbuy customer, has seen over 200,000 scans from a campaign with codes mainly on the bottle, per Mr. Javitch.
QR codes campaigns that start from a strategic idea, such as enabling party planning around the holidays are a good way to drive interest in the content.
The Banana Republic/Clos du Bois wine retails for under $20 and features festive hand-sketched labels designed by Simon Kneen, Banana Republic’s creative director. The labels are found on the wineries’ two most popular wines – the North Coast Chardonnay and North Coast Cabernet Sauvignon.
The limited-edition wines were designed to be great gift items as well as to help buyers with their party planning.
The QR code on the wines offer users a one-stop shop for party planning, including style tips from Mr. Kneen, entertaining advice from lifestyle expert Katie Lee as well as food and wine recommendations from Clos du Bois wine marker Gary Sitton.
The wine is available for purchase on ClosduBois.com starting Nov. 1.
Partnering with another brand to complete a QR code strategy can give both brands a way to reach new customers.
“QR codes to need to start from a strategic idea, and clearly this partnership is helping to meet that strategy,” Mr. Javitch said. “Codes can then be used to help deliver content and track results at the same time if using a managed platform.”
Chantal Tode is associate editor on Mobile Marketer, New York
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