Their success; their ability to effectively communicate about spanish and portuguese wine; their energy to grow and create dynamic, authentic and extraordinary services have attracted hundreds of thousands of iberian wine lovers from around the world.
Joan Gómez Pallarès http://www.devinis.org/

Freixenet – Money Wasted or Money Well Spent?

A few days ago, there was a post on the wine blog, Tempranillo, pointing me to the new Martin Scorsese movie commissioned by Freixnet, the largest Cava producer in Spain, to promote their wine Carta Nevada Reserva. Here’s the flick on YouTube, though from what I can tell, it was not posted by Freixenet on the popular social network site, but rather uploaded by fans of Scorsese.

Click here to Watch this

It’s a fun film, but is it worth the effort? Have you seen it before? What are your thoughts? If you go to the site and watch the movie, you have the option of leaving a suggestion for following year’s movie. In addition, Freixenet created a “blog” to go with it. I say “blog” in quotes, because it really is only a blog in the sense that it runs on wordpress. It’s solely available in Spanish (guess they spent all their money on Scorsese, and had none left over for a translator) and only contains links to its own articles. So in reality, it’s just a website and exemplifies a larger trend of big companies misunderstanding this social tool.

I don’t have much to say as of yet. I haven’t seen a lot of talk about it online, but maybe it’s in the “film” circles and not the wine and food circles I tend to spend my time in. Hence, I’d rather ask all of you Catavino readers, as we enter the month of Cava, what you think? Did Freixenet get what they paid for? Should big companies like Freixenet try to play in the world of blogs? Could this have been more effective with a call to fans “to create their own film”?

Discuss…

Ryan Opaz

  • Jill

    I think it's a mismatch. Fans of Scorcese are fairly highbrow, despite his Oscar win for The Departed. I think while the concept is decent (BMW's short films were considered ultra-successful) this has not been fully thought out. The Wes Anderson/American Express ad was a better fit, too, in terms of audience/content appropriateness. Moreover, there was a short film at Sundance about five years ago, called "David Mamet's Gilded Stones", that is basically the same concept as this: a lost reel of a David Mamet film is recreated by three different film directors: John Woo, Scorcese, and I'm forgetting the third. Directed by Jim Dodson, the short film was spot on in its direction and is more successful in replicating the auteurs' trademark styles than Scorcese is with Hitchcock (just having birds outside a window, or a character name reference, does not a mimic make). I wish I could find a link to it online, it really is a fantastic film (starring pre-Weeds Elizabeth Perkins, and Rosanna Arquette). And it advertises nothing. I think this could have been money well spent but doesn't quite hit its target.

  • Ryan

    Then again we're talking about it! That shows something. Is anyone seeing this anywhere outside of the net? Is it showing up on the web in non-conventional places? Hmmmm