Who, What, Where, Wine?
Q: How do you activate a partnership between a wine app and a data company? A: By creating a bespoke game for people who like data and wine.
After a chance meeting between CEOs, a data company and a wine app decided to do some outreach together. They setup an exclusive dinner and wine tasting for industry honchos to discuss how data can drive engagement between product and people.
It started with an invite. A plain and unassuming card in the mail. Opening the unmarked envelope, the recipient finds a blank white sleeve with a wine glass printed on it and a soft velvet touch inner card. A small thumbhole prompts the user to remove the red inner card
As the velvety smooth inner is removed, the wine glass begins to empty, reveleaing a message through the aperture. And on the card, now revealed, is an invite to an exclusive dinner and wine tasting.
At the event, each guest received a pack containing 36 cards, featuring 6 different wine drinker profiles.
Based on data drawn by the wine app and developed by the data company, these six avatars for wine drinkers cover a range of identifiers, used to compare, converse and compete.
Key information includes:
Depth of Field - how far into the world of wine does this type of drinker delve
Buys From - featuring 6 different ways to buy wine
Range - how far does their taste for wine stretch
Skew - demographic skew to avatar
Archetypal Wines - a list of archetypal wines perfect for this drinker
Each avatar was developed purely from data and given an identity, colour and supporting illustration.
The design is predominantly monochrome for a clean, fresh and simple look and data is set in a two-tone style so the player can easily process the card's strength and weakness against other cards.
Each avatar is colour coded on the front to make it easily identifiable with a colour that resonates with that avatar.
However each of the reverse of the cards is varied, so that the deck is gameable and unpredictable.
Inside the pack a concertina folded instruction booklet for a series of different games that could be played with the cards:
Knowing Your Audience (like a game of guess who)
Identify Your Audience (like a memory game)
Targeting Your Audience (like a pairing game)
Capturing Your Audience (like a game of go fish)
Growing Your Audience (like a group storytelling game)
Who Are You (try and categorise yourself)