Delicato: Monstrously Gnarly Pairings

Delicato Vineyards Inc. is a family-owned American producer and distributor of premium wine, sourcing grapes from vineyards in California, Germany, and Chile. Some of their wines include Santa Rita, Three Finger Jack, Black Stallion, and Gnarly Head. Delicato partnered with 3 tier logic to launch their national ‘Monstrously Gnarly Pairings’ SMS gift with purchase promotion, exclusive to consumers in the United States and Gnarly Head Wine. This was the second program Delicato activated with 3 tier logic.

Program Objectives

• Build brand awareness

• Drive purchases and sales

• Increase brand loyalty

• Capture customer data

Strategy

3 tier logic used PLATFORM³ to create an SMS project for Delicato’s ‘Monstrously Gnarly Pairings’ gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• SMS Shortcode Phone Number

• Purchase Receipt Validation

• Gift Cards & Rewards

• Data Capture & Analytics

When consumers purchase a qualifying Gnarly Head Wine product from participating retailers, they are eligible to receive a FandangoNOW digital gift card for an online movie rental. Consumers must first text the promotion keyword (one for residents of California and Illinois, one for residents of the remaining states) to the shortcode 47056 in order to receive an SMS message instructing them to send a photo of their receipt. Once they have sent their receipt to the same shortcode and their purchase has been validated, consumers receive an SMS message with a redemption code and link to redeem their FandangoNOW movie rental. Consumers in California and Illinois received a $4 gift card, while consumers in the remaining states received a $5 gift card. 3 tier logic procured and fulfilled the FandangoNOW digital gift cards through its digital rewards catalog.

With PLATFORM³, Delicato was able to capture important real-time data on their consumers’ shopping behavior for the duration of the promotion. The Data Capture & Analytics module provides meaningful insights on users’ SMS activity. Delicato is able to use this data to make informed business decisions and continue driving sales and brand awareness.