Demonstrating a renewed company focus on social media and digital marketing, Pernod Ricard Travel Retail Europe has declared its recent Jacob’s Creek activation with World Duty Free at London Gatwick’s South Terminal a “great opportunity to engage with our brand fans and their digitally-fuelled social circles.”

 

Targeting primarily connected leisure travellers at the start of their holidays, the ‘Jacob’s Creek Open’ celebrated the drinks brand’s sponsorship of the Wimbledon tennis tournament and ran at Gatwick T2 from 11 – 30 June.

 

The digital activation invited passengers to take part in a gesture controlled game of tennis within a branded Jacob’s Creek Open space, featuring artificial grass tennis courts, a signature umpire chair and servers in traditional Wimbledon attire. Each player received an innovative Radio Frequency Identification (RFID) ‘Player Card’ upon registering to play, connecting them to their social media platforms or email and reusable on return to the airport.

 

Participants began their game of tennis by tapping the Player Card to check in. Once finished their score was automatically logged on Facebook or Twitter and video and image content uploaded of their performance.

 

Adriana Perez, Brand Manager for Jacob’s Creek, comments: “This innovative activity sees passengers take part in a brand experience beyond just the terminal. The online scoreboard and publishing of user generated content from the game means consumers can interact with the activation once they fly out or even before they’ve started their holiday journey.

 

“The activity has already received fantastic feedback with hundreds of passengers giving the game a go and logging their scores online. The activity is proving to be a great opportunity to engage with our brand fans and their digitally-fuelled social circles.”

 

The dedicated brand space also hosted tastings of the Jacob’s Creek Winemaker’s Collection, a range exclusive to duty free stores. The initiative concluded 30 June with the highest scoring virtual tennis player winning two tickets to the men’s singles Wimbledon final.