THE CLIENT
The Wolftrap from Boekenhoutskloof Vineyards is one of South Africa’s most popular easy drinking red blends. Their aim is to be the wine of choice when South Africans eat steak – at home, or when they visit a steakhouse.
THE SOLUTION
Steak Hunter is a multi-channel content marketing initiative with the Steakhouse Championships at its core. An annual competition to find South Africa’s most popular steakhouse, the Steakhouse Championships, allows local steak fans to vote via Facebook or mobile. Editorial content about steak cuts, recipes, gadgets and cooking tips keeps the Wolftrap community engaged.
The Great Steak League invited steak fans to submit photos of their own attempts to cook the perfect steak. Using #steakhunter, it received thousands of entries via social networks.