Friday, November 26th, 2010 - South Australian Tourism Commission
The South Australian Tourism Commission has unveiled an innovative social media campaign to draw more people to the State’s renowned winery cellar doors, based on check-in technology and social sharing.

The SATC partnered with “Scruffy Gen X wine geeks” The Qwoff Boys to create the Great South Australian Wine Adventure, a platform which integrates Facebook, Twitter, Foursquare and Gowalla.

The platform went live on the weekend and its first tranche of users helped propel the official hashtag (#GSAWA) to the number one Twitter topic in Australia, also reaching as high as number three worldwide.

SATC Digital Manager Matt Tati says a key strength of the platform lies in its ability to give users a choice.

“Geo-location newbies may want to use the official website when on their winery tour, which is quite easy to do, while digital natives are likely to use their favourite app,” Matt says.

“Those who integrate all of their favourite networks - Facebook, Twitter and Foursquare or Gowalla – will find it’s seamless to instantly share their cellar door experience across all those platforms. Every user then becomes an ambassador for South Australian wine.

“As well as the online experience, we’re also offering tangible rewards, which are key to the future adoption of check-in technology.”

Users who register on the site are eligible for rewards such as a free glass of wine or cheese plate at participating cellar doors and also go into the draw to win one of three ‘Ultimate SA Wine Adventure’ prizes drawn in April 2011.

The Qwoff Boys’ Andre Eikmeier says the project is a groundbreaking mix of social technology and real wine experience.

“This is the most comprehensive and exciting marketing application of what is the hottest trend in consumer behaviour – checking in,” Andre says.

The Great South Australian Wine Adventure initially focuses on Adelaide Hills’ cellar doors. The Adventure will be rolled out into the Barossa and McLaren Vale before Christmas, with other regions including the Coonawarra/Limestone Coast, Riverland and Clare Valley to follow. A mobile application is also in the planning stages.

Contact Profile

Michelle Prak

P: (08) 8412 4100
M: 0409 140 680
W: www.greatwineadventure.com

Keywords

south australia,wine,tourism,facebook,twitter,foursquare,gowalla,cellar doors,qwoff boys

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