Goals

• Counter Story in New York Times that Bordeaux “Unfashionable” for Young Drinkers (5/19/10)

Strategy

• 24-Hour “Crisis” Social Media Outreach
• Asked Consumers, Trade to Comment on Blogs

Results

• Consumers, Trade, Journalists (including Wine Spectator) came to BDX’s Support with Online Buzz, Letters, etc
• Virtual Retraction from NY Times (5/21/10)
• Terroir Wine Bar in New York. Before: No BDX. Now: 3 BDX on Wine List
• NY Times favorable BDX Feature Story (8/25/10)

Learning

• Brands Need a Community of Supporters and SM Networks Provide the Platform
• Continuous Monitoring, SM Interaction Required for Rapid Response
• Social Media Can Turn PR Disaster into a Big Win