Tesco has embarked on a Halloween-themed Twitter campaign to promote its wines division, in partnership with social media agency We Are Social.
The campaign will encourage engagement between Tesco Wines’ Twitter community and will aim to increase the awareness of Tesco Wines by recruiting party participants and followers.
The campaign began last week, tweeting engaging Halloween-themed questions and teasers to Tesco Wines’ followers.
Tesco Wines then shared an invitation to the Twitter Party – a group conversation held on the network for a period of time, with a designated hashtag signifying involvement.
Users who re-tweet the invitation image to their followers will be in with a chance of winning one of a number of prizes from Barefoot Wines, Tesco Wines’ partner for the campaign.
The Party will take place at 7pm on Halloween (tonight). The designated party hashtag, # HalloWine will be used by Tesco Wine’s followers to respond to spooky questions posted throughout the Party and to share their own thoughts and feelings about Halloween and horror trivia.
Prizes will be awarded throughout the party to those who follow Tesco Wines and tweet using the #HalloWine hashtag. In order to keep the conversation active, Tesco Wines will be posting questions and images to the Twitter community throughout the evening as well as announcing prize winners.
Lisa Thomas, Marketing Manager, Tesco Wine Team said: “We Are Social has created a campaign that is fun and engaging and resonates perfectly with our target audience. With Halloween falling on a Wednesday this year, I’m sure there will be thousands of people at home getting into the Halloween spirit, so this seemed like the ideal way to bring our community together and share some of our favourite scary Halloween moments.”
Deola Laniyan, account director at We Are Social said: “Twitter parties are a great way for brands to connect with their consumers, generating interest and conversation around a particular topic. There is a natural synergy between enjoying a glass of wine and relaxing at home, having dinner or enjoying a movie, which is what many of Tesco Wine’s customers will be doing on this Halloween, so we’re looking forward to getting the conversation going.”