Stormhoek and Threshers: a voucher frenzy - Viral Marketing

Threshers is a off-licence chain in the UK. Stormhoek, a South African winery, is one of the brands that they sell. In November 2006, Threshers put a voucher on its web site offering 40% off all wines and champagnes between 30 November and 10 December. Stormhoek, who had a large following online through their blog www.stormhoek.com, asked if they could pass on the offer to their audience. Threshers’ response: “Of course, it’s just a blog.” Stormhoek posted the voucher to their blog on Friday 24 November. Hugh MacLeod, a partner in the winery who was also working with Stormhoek on their online strategy, also posted the voucher to his popular blog, www.gapingvoid.com.

On Monday 27 November there were 37,000 downloads of the voucher, Tuesday saw 56,000 downloads, and on Friday 1 December, the day the promotion started, the voucher was downloaded 715,000 times.

By 5 December, the voucher had been downloaded 3.5 million times. BBC News reported on 1 December that “queues have formed at one store while the Threshers web site has crashed under the strain of demand for the offer.” And within the first five days of the offer, Threshers reported a 60% increase in weekend sales, with many stores selling one week’s worth of wine in a single day, queues out of the door and stocks depleted by 80% in some shops.

The Threshers web site (www.threshergroup.com) saw 30,000 downloads of the voucher, about 1% of the total downloads. Stormhoek found that being at the centre of a viral marketing phenomenon saw branding and sales increase. As well as resulting in television and print press mentions, sales of Stormhoek wines increased at other stores as well and not just at Threshers. There was no promotion or discount at the other stores.

Stormhoek has won awards for its innovative use of social media to disrupt the wine market and increase wine sales, and Christmas 2006 saw that happen once again.