How Alpha Media Used a Local Wine Contest to Drive Data Collection and Advertiser Results

Alpha Media launched a local contest offering a wine party for 10 people, including charcuterie, in partnership with a regional wine shop. While the campaign was fun and community-focused on the surface, it also served a deeper goal: learning more about their audience and turning that insight into value for advertisers.

What They Did

As part of the contest entry process, Alpha Media asked participants a few simple questions about their wine-buying habits. This included:

• Where they typically purchase wine
  
  
• Their favorite wine brands
  
  
• How much do they usually spend per bottle?
  
  

What They Learned

The responses gave Alpha Media detailed, real-time insight into wine preferences in their local market. They were able to identify popular stores, preferred price points, and trending product types.

How They Used It

Using the data collected, the advertiser utilized the campaign responses in a few different ways:

1. Sent personalized coupons — Participants received custom offers based on their responses.
   
   
2. Ran targeted promotions — Advertisers could focus on users with specific buying behaviors.
   
   
3. Helped the sponsor stock smarter — The wine shop used the data to stock best-sellers and run focused in-store promotions.
   
   

Results

The campaign not only created engagement and brand visibility, but also gave advertisers actionable data to improve their targeting, inventory, and promotional planning.

Takeaway

Even a simple contest can serve multiple goals: audience engagement, data collection, and advertiser ROI. Alpha Media’s approach turned a giveaway into a valuable learning opportunity, with direct benefits for both sponsors and future campaigns.

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