Personal Wine Launches Entertainment Group to Provide Mass Customization for Experiential Marketing

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Brands are looking to improve their experiential marketing strategies and turning to mass customization to increase dwindling engagement among attendees and remain top-of-mind post-conference. After a successful SXSWi activation with HBO to promote their Game of Thrones Mixtape release, Personal Wine is launching an Entertainment Division to keep up with demand.

Game of Thrones experiental marketing

Snoop Dogg with Game of Thrones Wine

Experiential marketing used to be about personalizing the event for the brand. These days, that’s simply not enough.To fully engage consumers, brands must personalize the event for attendees as well.

As conference season kicks off, mass customization expert Personal Wine is helping forward-thinking brands rise above the noise. “Experiential marketing used to be about personalizing the event for the brand. These days, that’s simply not enough. To fully engage consumers, brands must personalize the event for attendees as well.”, says Personal Wine CEO, Alexander Andrawes.

The topic of experiential marketing heated up at SXSW this past month as HBO activated one of the most buzzed about brand installations. As part of their Game of Thrones Mixtape Vol. II marketing efforts, HBO partnered with to create a customized Games Of Thrones wine bottle for display at an intimate VIP Access party sponsored by Lyft.

Within minutes of the #CatchtheThrone event being announced by Game of Thrones on Twitter, the event had generated thousands of retweets with a total reach of over 14 million users. When Snoop Dogg himself posted a picture with the bottle to his Facebook page it quickly generated nearly 60,000 Facebook Likes.

These statistics were a stark contrast to the behind the scenes conversations at this year’s SXSWi. Inside the conference’s closed doors, marketers shared their frustration over dwindling engagement and increased clutter in the digital landscape.

While causes and solutions differed across industries, one sentiment was clear- consumers are increasingly savvy. As the noise in their daily lives increases, so do their standards.

Personal Wine has spent the past fifteen years helping corporations such as Google, JW Marriott, University of Texas Alumni Association, and Parsley Energy to further their corporate branding efforts via custom wine. The entertainment industry has been a frequent customer as well. In addition to the Game of Thrones project, Personal Wine has personalized wine for TBS’s Cougartown, the Princess Bride franchise, and most recently a Sangria Wine for country-music legend Jerry Jeff Walker.

These successful partnerships and increasing demand for mass customization to enrich experiential marketing has led Personal Wine to launch their own entertainment division to work exclusively with the radio, television, and film industries. The division will be based out of the company’s downtown Austin headquarters with operations being directed by Andrawes himself.    

About Personal Wine: Personal Wine is the personal gifting and corporate branding extension of Pervino, Inc. In addition, Pervino operates an Austin-based wine bar, Red Room Lounge, and an international high-end wine brokerage business, Estate Wine Brokers.

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Heather Schuck
since: 06/2008
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