Ever wondered what they were drinking on a TV show and wanted to know more? Maybe even try it yourself?
We know that product placement in TV and film is very effective if nothing else because of the amount of money that is charged for the privilege. It isn’t just films either, as the experience of Vin de Constance from South Africa attests when it was included in the second in the “50 Shades” series of books.
Last night, the BBC relaunched their Food & Drink TV brand that was instrumental to growing wine consumption in the UK in the 1980s and 1990s, but while the original series with Oz Clarke and Jilly Goolden recommended specific wines from exotic new locations such as Australia and Chile, the new programme only talks in general terms about the wine’s regional provenance and avoids showing the label.
Will that have an effect on wine? Maybe not directly, but indirectly it might:
- help to widen the benefit of the profile to a category of wine instead of a single bottle
- start a conversation about new regions
- encourage exploration and a bit of fun ‘detective work’
- allow producers to source more interesting wines from smaller regions and producers not on supermarket shelves
An appearance on TV or in a national newspaper used to guarantee sales, but this is no longer true as audiences dwindle and get fragmented.
Consumers today are not *that* interested in wine that they will suddenly jump up from their TVs and flood google’s servers with queries about wines from these new regions. Many will still want a bit more help in locating relevant wines. How do we connect interested consumers with willing suppliers?
What the world needs today is a more integrated information solution to information in the places consumers go to look for it.
The BBC is bound not to endorse any commercial brands, so there is a BIG opportunity for others to step in and provide this information alongside the TV show in what is known as “Second Screen” solutions.
Second Screen means that consumers are interacting with TV programmes on their main screen via a second device such as a computer, smartphone or tablet. They are commenting on appearances of their favourite celebrities via twitter or facebook while they watch it simultaneously. They are also searching for related information for holidays or ingredients.
What if someone were to help identify those ‘mystery’ wines, tell you where you could buy them, offer you similar alternatives that might be more attractively priced or conveniently stocked, and finally link to retailers (and monetise this through affiliate links)?
Just because the BBC can’t do this, doesn’t mean others could not.
To show what I mean, I set up That Wine on TV in a couple of hours last night (most of the time spent trying to identify the Dao red on the programme) which I will try to maintain for a while for fun.
There is a great deal of NEW opportunity in wine retail if we use social media not simply as a communication tool, but to create the sort of immediate, relevant and convenient tools that today’s wine consumers are looking for.
Deos anyone else have a good example of Second Screen solutions in action for wine?