After helping Moet Hennessy’s Chilean wine brand, Lapostolle, develop an online presence, we noticed a growing and very engaged community. Lapostolle had legions of fans and followers who were regularly talking to each other online about Lapostolle. But we wanted to get them talking about Lapostolle to friends who possibly hadn’t heard about the brand before.

We decided to create a reward for one special fan—the experience of a lifetime—an apprenticeship at the winery in Chile. While there, this lucky fan would learn the ins and outs of winemaking from a world-class team, and leave with their very own selection of wine.

To become this apprentice, fans had to take to Twitter and “uncork the passion.” They were asked to Tweet about their passion for wine. Creativity was strongly encouraged. Fans could include a link to a video or photo in their Tweet—anything that illustrated their passion. From there, participants had to get out the vote, asking friends and family to vote for their Tweet on a dedicated website.

The votes poured in and we narrowed the participants to a top 10. From there, social media (and wine) celebrity Gary Vaynerchuk, a Lapostolle head winemaker and a blogger from Tasting Table helped make the final pick. The Lapostolle apprentice was crowned and her experience in Chile was captured for all fans to see.

As a result of this program, the brand grew for the first time in four years. This was easy to measure as this program was the only one the small brand had going. Engagement across Facebook and Twitter doubled during the program.

Uncork The Passion was named Chief Marketer’s Best Twitter Campaign of the Year.

My role: Strategy Director, Content Director