How Yellow Tail Is Using UGC During The Super Bowl To Sell More Wine

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How Yellow Tail Is Using UGC During The Super Bowl To Sell More Wine

Bryan Karas

November 27, 2018

The Aussies are at it again…but this time they aren’t using Crocodile Dundee to reach an American audience, they’re using the most celebrated, heartwarming holiday of the year – the Super Bowl.

The Australian winemaker, Yellow Tail, launched a user-generated content (UGC) campaign asking its followers to “share a six-second video of what makes them happy now with the hashtags #TastesLikeHappy and #Contest on Facebook or Instagram”

The kicker?

Two winning UGC pieces will be featured in the Yellow Tail Super Bowl commercial and one really lucky winner gets an all-expenses-paid trip to their “happy place.”

Sound pretty simple right? It is…except Yellow Tail just faked a field goal and ran it into the endzone for a touchdown…

There’s another angle Yellow Tail is playing here – influencer marketing. They said this campaign will allow their followers a chance at their own social media fame. “This is a shot at instant stardom, a real opportunity to gain thousands — even millions — of followers virtually overnight,” said Iain Douglas, CMO at Deutsch Family Wine & Spirits, the U.S importer and marketer for Yellow Tail.

Essentially, it’s motivating aspiring social media influencers to create awesome viral clips to promote Yellow Tail. Some people are getting super fancy – just take a look at some of the submissions using the hashtag #TastesLikeHappy or visiting the website.

Yellow Tail will get a boost from these “micro influencers” promoting the brand and they’ll also get an opportunity to establish a long lasting influencer partnership with top content creators.

So, the next time you work UGC into your marketing campaign think about the motivation of the user. Then think about the long game. Maybe it makes sense for you to include paid promotion for the content creator – especially since being an Instagram influencer is all the rage these days.

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