Former CMO and Principal of Augme Technologies, and now Founder of Growth Matters Media appeared in over 200 public releases and live speaking engagements highlighting good examples of early adaption to mobile marketing.

1. Page 1 of 2
News from
November 17, 2010
November 17, 2010
Constellation Wines rolls out mobile
site, promotions via holiday mobile
campaign
By Rimma Kats
Constellation Wines has debuted a holiday
marketing campaign that includes a mobile site
and promotions to keep consumers up-to-date
with its brand.
The company partnered with Augme Technologies
for the mobile marketing initiative. Constellation
Wines is getting the word out about the campaign
via free-standing inserts in newspapers that direct
consumers to an interactive experience with SMS
keywords and QR codes.
“The strategy was to provide an engaging experience for consumers by
creating the tools needed to make better holiday and party-planning
decisions around their choice of wines,” said David Apple, chief marketing
officer of Augme Technologies, New York.
“This campaign provided consumers with a suite of intelligence to generate
customized results based on their individual party-planning needs – right at
the peak point of decision making,” he said. “Consumers can choose from
how much wine to serve or suggested food and wine pairings to make their
party-planning experience efficient and fun.
“By combining a traditional SMS component with the new technology of 2D
bar codes, the campaign provided scalability that ultimately may dictate
mobile as a marketing component and not just a promotional tool.”
386 Park Avenue South, 10th Floor New York, NY 10016
Telephone: (212) 685-4300 Fax: (212) 685-9024
www.DKCnews.com

2. Page 2 of 2
Constellation Wines is a division of Constellation Brands, which claims to be
the world's leading wine company.
Augme provides interactive media marketing platforms that let marketers
and agencies to integrate brands, promotions, video and other digital content
via the Internet and mobile channels.
Drinks for thought
Constellation Wines is using mobile calls-to-action via bottleneck hangers and
case cards.
Consumers can text the keyword HOST, WINE, CHEERS or PARTY to the
short code 30333 to get a link to the company’s mobile site.
Additionally, consumers can scan the 2D bar code to access the mobile site.
“Although mobile is a good fit for all brands, a company like Constellation
Wines is a lifestyle brand and usually revolves around a social event,” Mr.
Apple said. “This mobile experience provides a deep level of engagement to
educate consumers about everything they need to make a proper decision."
Party planning
Consumers who access the mobile site can use the party-planning calculator
that gives them customized results recommending the amount of wine
needed based on the length of the pary, number of guests and available
budget.
Customers can also opt-in to receive promotions from the company.
In addition, consumers can share their findings on Facebook or Twitter.
“When it comes to serving wine for your guests, whether you are an amateur
wine enthusiast or experienced wine connoisseur, you want to get it right,”
Mr. Apple said. “This promotion empowers consumers to access this in-depth
intelligence as their interest peaks.”
Editorial Assistant Rimma Kats covers media, television, research and social
networks. Reach her at rimma@mobilemarketer.com.
386 Park Avenue South, 10th Floor New York, NY 10016
Telephone: (212) 685-4300 Fax: (212) 685-9024
www.DKCnews.com