Escape to the Barossa
Using Dan Murphy’s own wine experts, we created a content series where we took the Dan’s Wine Merchants on an Escape to the Barossa. The hero content was housed on the Escape to the Barossa microsite which also hosted a competition page. To drive people to watch we had neck tags on bottles in store with QR codes linking to the microsite to watch the content and enter the competition. In addition to the instore activity we also had a digital activation across social, with in feed & paid video placements, IG stories and static social posts to drive people to the website. We had over 10k QR code scans from bottles in store, and The Escape to the Barossa microsite had over 11k visits with more than 6.5k competition entries.