One of the best-established Italian wine brands on the web challenges its fans with a social media quiz to test their knowledge of the DOC, in a competition open to 65,260 participants
Tavarnelle Val di Pesa, 28th June 2017 – In April, during Vinitaly, Italy’s leading wine fair, the new Chianti Classico game was presented to the press, created with Giochi Briosi for their Vinus line and dedicated to the world of wine.
We have worked together with the Florentine board-game manufacturer to create a Trivial Pursuit-type game about the designation, its history, traditions and obviously its Gallo Nero wine. The 360 questions cover a wide range of topics like food culture, technical skills for DOCG winemaking methods, sommelier information, the ancient wisdom of Chianti sayings…. a real, all-round test about the varied Chianti region we might describe as a multifaceted “Tuscan-ness” that sums up the image of Tuscany, represented worldwide by Chianti Classico.
Following the challenge “on paper” with Giochi Briosi, the Consorzio has also developed an online version which will be launched today on the Chianti Classico Facebook page. The development of our social media presence was motivated by the results of the Consorzio’s online communication showing a steady growth in involved participants. Vinitaly acted as an important testing ground: a group of researchers analysed the semantics of social media sites and #chianticlassico was the most popular hashtag, while the Gallo Nero logo was the third most photographed and shared (source: Maxfone).
It was with this active and faithful fan-base in mind that the social media version of the Chianti Classico game was developed, adapting the social nature of a board game to the web. One question per week will be posted on the Consorzio’s official page, taken from the questions in the original game, and anyone can answer. To commemorate the date marking the first definition of the production zone, 24th September 1716, the questions will be posted at 17:16 (5.16pm) every Wednesday, starting on 5th July. The winner –the first to comment with the correct answer – will be announced the following day and rewarded with an exclusive surprise to discover in the heart of Gallo Nero territory, at the Casa Chianti Classico (www.casachianticlassico.it). In this way Gallo Nero experts will be able to visit the places they have proved to know so well.
For now the quiz will only be launched in Italy but an English version is also being developed with the aim of involving a worldwide audience through a Global Page and creating a dedicated contest in the USA, a market responsible for consuming 32% of sales in 2016 and which promises further development, firmly establishing itself as a country that loves Gallo Nero wine.