Hugh points to a great post by the blog Good Grape that puts this campaign into a bottom-line perspective that any corporate executive could understand. Hugh used the same kind of blogging campaign to introduce the wine in the UK, doubling sales from 50,000 cases in 2004 to 100,000 cases in 2005. Now those are measurable results!
It is worth a read to understand this type of campaign from a public relations perspective. And I will be watching the campaign, and its numbers, as it progresses in the U.S.
In the meanwhile we will have a little fun participating in the campaign next week.
Join us if you can.