When acclaimed director Francis Ford Coppola launched a revolutionary new sparkling wine in a can, he was inspired to name it after his daughter.
The FINE-created product launch site speaks to the inspiration for art, with an interactive poetry generator which takes the familiar magnet-based tool into the digital world to create an early viral campaign.
Amid scenes of Sofia’s youthful, social exuberance, the poetry generator allows visitors to craft messages and then forward their friends a link to see their handiwork. Sharing a poem becomes telling a secret.
Buoyed by this kind of marketing support, the launch successfully generated the kind of buzz you’d expect, and hyperbole you might not, like “She’s gone and reinvented the way people drink wine.”