Washington State Wine launched The Recommendeuer, a national marketing campaign featuring an iPad app that pairs wine with a healthy dose of humor and offers an in-depth, interactive regional wine education.
Best known for his improvisational performances in “Whose Line is It Anyway?” actor and comedian Greg Proops dons a plaid suit and grabs a wine glass to play The Recommendeuer, a professional recommender and know-it-all expert on the Washington State wine industry.
The iPad app features an engaging video series as well as extensive information on Washington State’s 13 wine-growing appellations, the history of the state’s wine industry, wine and grape profiles, photos, maps, visitor guides and more.
“The Recommendeuer offers comprehensive education that aims to change the way our industry learns about wine,” said Steve Warner, president of Washington State Wine.
“Our goal was to reach and educate wine influencers across the country and we believe this app literally has something for everyone. Its tongue-in-cheek humor also does a great job of portraying the personality of our industry. Washington State is known for a down-to-earth, fun-loving wine community that produces premium-quality, critically-acclaimed wines, and we feel this campaign conveys the same sentiment.”
Designed for wine influencers – the buyers, sommeliers and journalists who help shape consumer purchasing decisions – The Recommendeuer manifests Washington State Wine’s desire to push the limits of creativity and help Washington State wineries increase visibility among the thousands of new wine labels that hit the market each year.
To do this, Washington State Wine worked with Seattle-based integrated marketing agency GreenRubino and consulted several wine professionals to curate extensive and thorough educational content.
Washington State Wine’s initial launch of The Recommendeuer app was developed specifically for the iPad — taking advantage of its larger format and superior user experience to best showcase the rich content that was developed for this campaign. Creation of the iPhone version is in process and is scheduled to launch within 30-60 days.
The app can be downloaded for free from the Apple AppStore here.