For the first time, a luxury brand is using a robot for its Twitter platform. In a world that combines individuality, personalization and customization, this was a daring challenge. Maison Krug has created no fewer than 800 different pieces of content to address each user personally when he or she tweets about one of its Champagnes.
Each Krug bottle has its own story. To express the uniqueness of its Champagnes, the House of Krug was able to initiate a veritable revolution in 2011, thanks to digital technology: the Krug iD. This 6-digit number, printed on the back label of each bottle and scannable from your smartphone, reveals what makes each of its bottles so special, some of which can take over 20 years to create. From the number of wines in the blend, to tasting tips, to an account of the challenges met by cellar master Eric Lebel, the user is even offered a suggestion for food and Champagne pairings.
An in-depth study of Krug iD usage in the digital world showed that consumers who tasted a bottle of Krug often shared their experience on social networks, particularly Twitter.
On the strength of this observation, Krug and its agency Proximity BBDO began a second major digital phase in January 2016, still pursuing the same objective, dear to this luxury House: to reveal what makes its Champagnes special.
The principle is simple: when someone tweets a Krug iD, they immediately receive in response one of 800 personalized contents that reflect the spirit of the House.
Beyond their informative value, the tweets are surprising in their tone, a direct reflection of the brand’s personality. Some responses connect the history of Champagnes with elements of pop culture to better generate conversation.
Tweet #KrugiD 414071 to @KRUG and rediscover the story of a very rich year for Champagne, 2002. Tweet #KrugiD 111002 and remember the harvest of a bottle of Krug Clos d’Ambonnay, while #KrugiD 111005 will take you back to the roots of a Krug Grande Cuvée.
More than just text tweets, the responses are also surprising in their format.
As recent scientific research has demonstrated a direct relationship between the perception of sounds and the way the palate perceives flavors, Krug Lovers who tweet #KrugiD 108002 will receive a musical suggestion to enrich their tasting experience. In a 30-second video, Greg Porter gives us a reinterpretation of his emblematic song “Liquid Spirit”, on stage at the Olympia.
A creation in line with the Music Pairing approach initiated by the House of Krug.
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