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Campo Viejo

How Campo Viejo increased footfall into Mitchells & Butlers pubs

Campo Viejo is a top selling wine brand, and the number one Rioja wine brand in the world. Owned and operated by multi-national wine, spirit and beverage company Pernod Ricard, Campo Viejo creates modern twists on traditional winemaking methods to deliver progressive styles of wines.

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The challenge

• To increase their engagement with customers and increase awareness of brand and product offering
• To extend reach to potential new customers
• To manage campaigns in real time and track activity across different redemption platforms

The solution

Campo Viejo launched a social media campaign via Facebook, Twitter and the Campo Viejo website, using an advert offering a free glass of Campo Viejo wine to engage customers and automatically enter them into a competition to win a trip to Rioja, Spain. Partnering with Eagle Eye client Mitchells and Butlers, the offer was redeemable in Sizzling Pubs, Ember Inns and Harvester pub chains.
The adverts directed customers to Campo Viejo branded microsites, and issuance of the coupons was via branded and personalised emails, all facilitated by the Eagle Eye platform. Using the unique coupon codes generated by the Eagle Eye platform, Campo Viejo could successfully track user journeys from issuance to redemption, allowing them to identify the highest performing social media channels of the campaign.
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The result

The campaign achieved a 26.4% issuance to redemption rate, with 16,488 vouchers issued and 4,362 vouchers redeemed.
• Valuable information gathered from the campaign to influence decision making in future campaigns

• Increased customer awareness of brand and products and wider audience reached

• Increased footfall into partnering Mitchells and Butlers pubs