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California Pizza Kitchen uncorks cocktail sales with mobile personality quizBy
California Pizza Kitchen is inviting consumers to visit a restaurant and taste its new wine and hand-crafted sangria flights by encouraging them to take a mobile quiz to discover which wine region best suits their personality and simultaneously enter a sweepstakes for a trip to Napa Valley.
In celebration of California Wine Month in September, the casual dining chain is rolling out a revamped cocktail menu featuring wine and hand-crafted sangria flights, alongside the chance to win a trip for two to Napa Valley. Consumers can enter the sweepstakes by taking California Pizza Kitchen’s mobile quiz to determine their best-suited wine region, showcasing how brands are using digital personality quizzes to complement in-store promotions.
“We expect this year’s fun and engaging, integrated campaign to drive wine sales in our restaurants,” said Ashley Ceraolo, senior vice president of marketing and beverage at California Pizza Kitchen. “As a result of last year’s California Wine Month promotion, not only did we see an increase in our wine flight category, which encourages adventure in sampling an array of great California wines, we also saw an increase in wine sales overall.
“Importantly, that increase in the wine category didn’t steal share from any other beverage category; our guests continued to explore the beverage menu and enjoyed our California wines on offer all month long,” she said. “Our campaign is especially receptive to our ‘younger foodie’ guests – young professionals and families in their 20’s to 30’s – who are interested in exploring new wines, and our interactive, educational components offer a wine tasting 101 in a non-intimidating way.
“For example, users of our microsite will be able to click through and learn how to navigate wine labels, explore varietal flavor profiles and learn the ‘four S’s’ of wine tasting. Our ‘What’s your wine personality?’ shareable quiz offers another fun way to interact and learn.”
Calling all wine connoisseurs
California Pizza Kitchen’s new wine flight includes a trio of wines from Sonoma and Napa Valley-based makers Apothic, Francis Ford Coppola and Buena Vista.
The California-inspired sangria flight – consisting of Red-Berry, Beehive and Orchard sangrias – features a set of three sangrias created with premium California wines and spirits as well as fresh fruits and herbs.
The restaurant chain is inviting consumers to discover their wine personality by visiting www.cpk.com/WineMonth on their smartphones or desktops. The mobile-optimized site lets users answer a seven-question quiz to find out which wine region best suits their taste and lifestyle.
The questions ask individuals to fill in the blank with the phrase that best reflects their personality. For example, one question prompts users to reveal their ideal vacation setting, while another asks about favorite colors.
Once consumers finishing taking the quiz, they will be brought to the results page, which will display their best-suited wine region alongside a short informational write-up. Featured regions include California’s Napa Valley and Argentina’s Mendoza region.
Quiz-takers can tap on the Facebook and Twitter icons at the bottom of the page to share their results with friends, or press the Enter Here button to sign up for the sweepstakes.
The latter action will ask consumers to input their name and email for an entry into the contest, which boasts a grand prize of a trip for two to Napa Valley, a $500 American Express gift card and tours at William Hill, Coppola and Buena Vista wineries.
Uncorking in-store traffic
California Pizza Kitchen’s Wine Month mobile activations will likely inspire cocktail enthusiasts to visit one of its restaurants and test out a wine or sangria flight.
The casual dining chain has employed a slew of mobile-first marketing initiatives to bolster brand engagement and foster customer interactivity.
It recently built on its push into social media by encouraging consumers to follow clues on Twitter or a mobile-optimized microsite and search for hidden pizza dough in 12 cities for a chance to win a year’s worth of pizza (see story).
Mobile quizzes have also been catching on with a plethora of major brands.
This past spring, Starbucks fueled digital sales by inviting Twitter users to take a quiz designed to discover the coffee flavor best suited to their tastes and click through to a mobile-optimized shopping site to purchase a bag (see story).
“Mobile optimization of our wine personality quiz and microsite was a must,” Ms. Ceraolo said. “Our guests are high mobile users who are typically interacting with us via their mobile devices, so accessing the campaign, and especially the social shareable quiz, right where our guests are on their phones, is an important part of the campaign.
“On the whole, mobile is a key aspect of our marketing strategy. We continue to evolve and innovate in the way we engage our guests via mobile, through campaigns like these, CPK.com and in our Pizza Dough Rewards loyalty app.”
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