In this edition of the Creative Showcase, we look at how AdColony’s Instant-Play™ HD Video technology, combined with Dynamic End Card and custom animated overlay, effectively engaged The Dreaming Tree Wines’ target audience while educating them on the brand.
About the Campaign
The Dreaming Tree Wines is a line of wines created by award-winning winemaker Sean McKenzie and world-renowned musician Dave Matthews (Yes, that Dave Matthews). The company wanted to promote their collection of approachable, high-quality wines alongside their recognizable creator.
After seeing the immense opportunities and success in in-app advertising via its other brands, Constellation Brands engaged AdColony to create a mobile ad campaign for The Dreaming Tree Wines that would capture the attention of wine drinkers, from ages 25 to 54.
How it Worked
Viewers were instantly transported to The Dreaming Tree Winery with AdColony’s seamless Instant-Play™ Video technology. After the video, the Dynamic End Card asked consumers to choose one of three Dreaming Tree Wines and then “paint” their chosen wine to learn more.
When the user viewed the video, and “painted” their chosen wine bottle, they would be presented with more information about the type of wine they chose, such as the various flavors in that type of wine and food recipes they could use to complement the wine.
Why it Worked
AdColony’s mobile-first expertise allowed Constellation and The Dreaming Tree Wines to build an audience that exactly matched the consumer profile they were looking for.
Our Instant-Play™ HD Video quickly transported viewers to every wine-lover’s happy place – a beautiful vineyard in the heart of California wine country. AdColony’s in-house creative team created a bespoke Dynamic End Card as a perfect finishing note to the short, evocative mood-setting video, inviting wine lovers to engage with the brand. This allowed the wines to speak louder than just a simple drink. It was an experience.
About Constellation Brands
Constellation Brands is a leading international producer and marketer of beer, wine, and spirits with operations in the U.S., Mexico, New Zealand, and Italy. They are the largest beer import company in the US, measured by sales, and has the third-largest market share of all major beer suppliers.
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