For their "Tastes Like Happy" campaign, Yellow
Tail wine has launched a contest, asking fans to shoot and share six-second
videos of what makes them happy. The
videos posted on Instagram or Twitter need to be tagged #tasteslikehappy and
#yellowtailwineus or uploaded to the contest site by November 28, 2018. And participants need to follow Yellow Tail
on social media.
The grand winner will get a travel voucher worth
$15,000 for a trip for two to a place anywhere in the world. But, they will have to agree to share moments
from the trip with the brand's 1.3 million social media fans.
The plan is to incorporate up to four seconds of
consumer generated video, from two of the six- second entries, in the Yellow Tail
Super Bowl ad. The videos will also be
showcased on the contest site.
Interestingly the brand cannot actually run
nationally on the Super Bowl as Anheuser-Busch has exclusive rights in the
alcoholic beverage category. But they
intend to execute a work around - running their commercial in 80 local markets
during the game.
Yellow Tail will also be running ads during January
and February on iHeart Radio, YouTube and Buzzfeed. And the campaign will include PR, in-store promotions,
local activations and social sharing as well. (Lukovitz, 2018)
So what do you think of user generated video? Do you watch more YouTube than Netflix? Have you ever participated in a user
generated video contest? Will you
participate in this one? Assuming you
don't participate, will this approach make you more likely to drink Yellow
Tail? Why or why not?
