Veuve Clicquot’s new community platform, called (wistfully, enticingly) Wish You Were Here, is an invitation to share inspiring moments that celebrate the spirit and lifestyle of the brand through photos and videos — and virtually hobnob with the beautiful people and party-hopping jetsetters who embody the brand.
The Instagram-like social initiative is the latest in luxury house’s expanded effort to centralize and showcase its 100+ global programs, events and initiatives. And in further proof of its efficacy as a brand engagement tool, VC's Wish You Were Here video of a sponsored boat race last summer (below) has been recognized by the iPhone Film Festival in the best branded content category.
"Wish You Were Here is about connecting one's experiences, through snapshots that serve as Veuve Clicquot enthusiasts' postcards from all around the world," said Stéphane Gerschel, head of global communications for Veuve Clicquot.
Site features include:
• Infinite Wall: showcases all submissions and lets visitors navigate and interact through liking, sharing and commenting
• Contributors: tastemakers from art, design, fashion, travel and food, selected to contribute their own “Wish You Were Here” moments with the community
• Places/Events: navigable map to search and view content tagged by location, and major events from around the world, such as the Veuve Clicquot Polo Classic, Milan Design Week and Yelloween (40 cities are featured at launch, with more to come.)
• Popular: features and highlights images receiving highest number of “favorites” on the site.
Founded in 1772 by Philippe Clicquot-Muiron, Veuve Clicquot established champagne as a favored drink of Europe’s nobility and haute bourgeoisie. Credited as the first ‘modern’ champagne due to advancements in the méthode champenoise in 1811, the brand remains the definition of premium champagne.
As the Foodista blog notes, “The “Wish You Were Here" campaign shows how the better half live. The microsite captures the Champagne brand's premier sponsored events, which include lunch in St. Tropez, rubbing elbows with designers at the Salone Internazionale del Mobile in Mailan, taking in the sights at the Spring Polo Sotogrande in New York, and congratulating Anne Sophie Pic on being named the Best Female Chef at the San Pellegrino World's 50 Best Restaurants awards.”
Check out more of the site in the screen grabs below: