Feed That Bird was approached to drive awareness and interest in Helix ahead of the concept’s official launch on 16 September in South Africa by creating interest in Helix, a wine bottle closure, ahead of the much anticipated and attended Cape Wine.
Leverage this interest to increase attendance (at least 25 media members) to the product’s official launch on 16 September, amidst numerous other Cape Wine-related events. (I.e. Local wine and lifestyle media should pick this launch over any other launch or wine event happening on that date) and drive engagement with Helix and Amorim Cork. The result was: 40 high profile media attended the launch of Helix at ON19 Restaurant at the Westin opposite the CTICC.
A total number of 189 tweets –with engagement on the day so high, that #UnexpectedTwist was the third highest trending topic on Twitter at 13:46 and 14:48 on 16 September. Coverage accumulated over the course of the launch was estimated over R1 million in AVE