Champagne brand Moët & Chandon wants consumers to share the moments in their lives worthy of celebration with a bottle of bubbly, or what it calls #MoetMoments.
The brand worked with social media agency, We Are Social, on the campaign.
The #MoetMoment initiative, which will run through November 9, positions Moët as the brand of choice for celebrating milestones, the agency says.
Participants can post photos and messages of noteworthy occasions using the hashtag #MoetMoment on Instagram, Tumblr or Twitter. Submissions can include any memorable moment, such as weddings, sports victories or buying a first car, We Are Social says.
All posts tagged with #MoetMoment will be collated on the Moët Moment website. Users can also upload entries directly on the website.
"It's kind of a picture-driven campaign, but it doesn't need to be a picture content-wise," says Thomas Hirschmann, account director at We Are Social.
The site also features editorial content with what We Are Social calls inspiration from influential writers.
According to Hirschmann, the campaign asked these writers to talk about different aspects of success like how to measure it and how they inspire and reward themselves.
Each week, the participant with the best #MoetMoment will receive a golden magnum bottle of Moët Impérial. At the end of the campaign, an overall winner will receive a golden jeroboam, or a three-liter bottle of Moët Imperial, as well as a cooler and champagne glasses.
The week of October 28 will mark the seventh week of the campaign. #MoetMoment will run for a total of eight.
According to Hirschmann, the brand has received about 200 submissions via the platform, as well as 100 by email and several hundred via the hashtag.
"As you know, Moët has introduced its new brand ambassador, [tennis star] Roger Federer, who is supposed to specifically speak on behalf of the brand's value, [which is] success," Hirschmann says. "What we are doing is trying to highlight success in a very emotional way. To put it shortly, all the moments we have [on the website show] different aspects of success."
A Moët rep was not available for comment.
"There are so many campaigns that put products in front of an audience and they expect them to hooray and applaud. [Our] idea was to go for a more emotional approach and look at specific moments that are actually worthy of drinking champagne more than saying, ‘Please drink champagne now. And, by the way, drink Moët,'" Hirschmann says. "The idea is a more personal approach to the whole idea of which occasions are worthy of drinking champagne."
According to Hirschmann, the campaign targets potential buyers of champagne that are emotionally driven, understand the idea of special moments and are celebrating and sharing with others.
While this particular campaign is focused more on unique moments and the German market, Hirschmann, who is based in Munich, says #MoetMoment is also used in the U.S. in more of an event-driven way, tied to events the brand is sponsoring like America's Cup.
"I never would have thought to see so many personal aspects of special moments," Hirschmann says. "Believe me, what we show on the page itself is the very, very top of the line pictures that came in, which doesn't mean the others were less valuable, it's just very multi-faceted and showing very different and very personal ideas of how people consider moments to be successful. For me, it's a very enriching and interesting idea to see what people consider a successful moment."
Moët has 376,000 likes and 300 followers.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.