Yellow Tail wine and Universal Studios have teamed up for a national in-store promotion leveraging mobile to provide shoppers in 200 Walgreens and other retail locations access to its Snow White and the Huntsman content.

Approximately 2,400 point-of-sale displays in participating retail locations will include a QR code that links to exclusive content from the film. The displays and a mobile site are part of a larger multichannel effort to promote Yellow Tail and the DVD release of Snow White and the Huntsman.

“QR codes are a great way to further consumer engagement and conversation around the partnership,” said Elizabeth Trizano, public relations coordinator for Deutsch Family Wines and Spirits, West Harrison, NY.  “Much of the program buzz takes place online, but QR codes are a great way to keep that conversation going in-store.

“As an extension to the POS, it makes the role of the shopper much more active; instead of passively viewing the promotional signage, shoppers can actively engage with the program using the QR codes to access exclusive content from the movie,” she said.

Movie night
Snow White and the Huntsman stars Charlize Theron, Kristen Stewart and Chris Hemsworth in a retelling of the Snow White fairy tale. It was in theaters earlier this year.

The promotion, which kicked off on Sept. 11, is part of Yellow Tail’s ongoing partnership with Universal to promote top-rated movie properties and position Yellow Tail as the wine of choice for consumers when they watch a movie at home. The program is called “uncork a movie night-in.”

The Snow White campaign is also being supported with online media, a mobile site, Twitter, Facebook, email and Web promotion.

The mobile site was created solely for the purpose of in-store QR codes. When shoppers scan the code, they will be taken to the mobile site where they can watch an exclusive behind-the-scenes clip from Snow White and the Huntsman.

Universal and Yellow Tail have also created a digital party kit to help consumers create a movie night-in with recipes for creating Snow White and the Huntsman-themed cocktails using Yellow Tail wines.

In-store interaction
The “uncork a movie night-in” strategy was initiated last year with a promotion for the movie Bridesmaids, in which mobile also played a part.  

“The focus of the QR code was not results-driven but rather an extra way to draw consumers into the program while they are shopping,” Ms. Trizano said. “For the Snow White and the Huntsman promotion, we increased the size of the codes on the POS, as QR codes have become more recognizable to the target audience within the last year.”

Yellow Tail is a line of white and red wines from Australia that is distributed by Deutsch Family Wines & Spirits.

 “While it is not the main component of the program, adding the mobile activation helped make this a 360-degree partnership,” Ms. Trizano said. “The QR code and exclusive content enhanced the consumer experience in-store and made sure that shoppers were interacting with the program as much as Facebook users at home.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York