HOLIDAY WINE POP-UP
INFLUENCER MARKETING + GIFT WRAPPING EXPERIENCE
To transform what is typically a stressful, pre-holiday shopping season into an opportunity for joy (and earned media and influencer content), ROCK+PAPER created a first-of-its-kind “Wrappy Hour” promotion for Frederick Wildman and a few of their favorite Italian wines in The Shops at Columbus Circle.
For several of December’s peak shopping days, we popped up in NYC’s busiest mall to offer wine, photo ops and free gift wrapping, all of which was amplified by celebrity influencers and earned media. The pop-up helped promote Wildman’s priority brands, but wasn’t focused on sales – instead, it positioned the brand as part of a cohesive lifestyle – everything from the rich and lustrous surroundings, the generosity and hospitality built into the concept, and the celebrity and influencer partnerships, all telegraphed why Wildman is the world's favorite wine brand.
WINE TASTING
Friendly, knowledgable ambassadors served all 6 wines at the tasting bar, along with Italian-inspired cheese and other snacks.
HOLIDAY GIFT WRAPPING
Our weary shoppers had the chance to drop off a gift to be wrapped in our custom printed gifting supplies, inspired by the rich colors of Italy with a special greenery touch.
IMPACT + REACH
1,431
guests over three days
4,575
tastings served
24.2 M
influencer social impressions
700m
total impressions
WINE + SMILES
“Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum id ligula porta felis euismod semper.”
CELEBRITY GIFT WRAPPERS
A few familiar faces stopped by to surprise guests and wrap a few special gifts at the wrapping station, full of dramatic ribbon curling and precise corner folding.
PHOTO BOOTH
To promote #WrappyHour on social channels, a digital photo booth captured wine-happy smiles and delivered them quickly to an email or text for share-ability on the spot.
Photography by Sean T. Smith :: @stsphotovideo