SA Tourism unveils new geo-location campaign

The South Australian Tourism Commission has unveiled an innovative social media campaign to draw more people to the State‟s renowned winery cellar doors, based on check-in technology and social sharing.

The SATC partnered with “Scruffy Gen X wine geeks” The Qwoff Boys to create the Great South Australian Wine Adventure, a platform which integrates Facebook, Twitter, Foursquare and Gowalla.

The platform went live on the weekend and its first tranche of usershelped propel the official hashtag (#GSAWA) to the number one Twittertopic in Australia, also reaching as high as number three worldwide.

SATC Digital Manager Matt Tati says a key strength of the platform lies in its ability to give users a choice.

“Geo-location newbies may want to use the official website when ontheir winery tour, which is quite easy to do, while digital natives arelikely to use their favourite app,” Matt says.

“Those who integrate all of their favourite networks – Facebook,Twitter and Foursquare or Gowalla – will find it‟s seamless toinstantly share their cellar door experience across all thoseplatforms. Every user then becomes an ambassador for South Australianwine.

“As well as the online experience, we’re also offering tangiblerewards, which are key to the future adoption of check-in technology.”

Users who register on the site are eligible for rewards such as a freeglass of wine or cheese plate at participating cellar doors and also gointo the draw to win one of three „Ultimate SA Wine Adventure‟ prizesdrawn in April 2011.

The Qwoff Boys‟ Andre Eikmeier says the project is a groundbreaking mix of social technology and real wine experience.

“This is the most comprehensive and exciting marketing application ofwhat is the hottest trend in consumer behaviour – checking in,” Andresays.

The Great South Australian Wine Adventure initially focuses on AdelaideHills‟ cellar doors. The Adventure will be rolled out into the Barossaand McLaren Vale before Christmas, with other regions including theCoonawarra/Limestone Coast, Riverland and Clare Valley to follow. Amobile application is also in the planning stages.