In a first for a major retailer, Tesco is offering its customers the opportunity to join a live wine tasting and Q&A session, created by global social media agency We Are Social.
The campaign will encourage engagement between Tesco Wines’ Twitter fans and Tesco Wine Community members, and will aim to help customers outside of the Tesco wine aisle by answering their Christmas wine questions on a one-to-one level via a live video stream with Tesco’s Master of Wine, Laura Jewell.
The live stream will take place at 7:30pm tonight. To maximise engagement We Are Social have launched a Twitter competition inviting followers to tweet in their Christmas wine questions using the designated live stream hashtag #XmasWineSOS for a chance to win a case of wine for Christmas.
One winner will be chosen at random from the selection of tweets answered during the live stream.
The Tesco Wine Community was launched in September 2011 with the aim of engaging and educating customers outside of the Tesco wine aisle. There are currently over 13,000 members signed-up to the site and these members will be able to tune in at home and post questions via the @tescowines twitter feed and the Wine Community discussion page, using the hashtag #XmasWineSOS.
Lisa Thomas, marketing manager for Tesco Wine Community said: “We Are Social has created a campaign that gives customers the opportunity to ask our Master of Wine those niggling festive wine questions they have been searching for an answer to. People have more than enough to worry about at Christmas without the added pressure of matching wine with their Christmas meal. Streaming the tasting and Q&A session live on the site is something new to us, and we are very excited about how our Community members will respond to it.”
Deola Laniyan, account director at We Are Social said: “The Live video streaming with a live Q&A element will encourage Tesco Wines’ Twitter followers and the Tesco Wine Community members to engage with the Tesco Wines Master of Wine, Laura Jewel in real-time. The aim is to create a conversation between Tesco Wines customers and the experts inside the business."