Thresher is top of the blogs

A viral promotion offering consumers a 40% discount on all wine and Champagne at Thresher Group begins tomorrow, relying solely on word-of-mouth. While the offer represents only a minor additional saving on the highly publicised 3-for-2 campaign, this latest development indicates that the retailer is ahead of the pack in terms of exploiting the power of peer-to-peer online communication.

To take advantage of the offer, consumers are required to download and print a voucher. This was first made available on the Stormhoek blog, the site that was used to successfully promote its South African wine to bloggers around the world, as well as recently producing an open-source wine. According to Thresher, the campaign began with emails being sent to various suppliers.

After Stormhoek made the voucher available online, and a subsequent mention by marketing and blogging consultant Hugh MacLeod on his blog, a significant amount of online activity has ensued. The promotion runs from 30 November until 10 December at all Thresher stores. The 40% discount cannot be used in conjunction with Thresher Group’s ongoing 3-for-2 promotion, which effectively offers a 33% saving on all wines.

To take a look at the online ‘conversation’ about the Thresher promotion, click here

© db 29th November 2006