Highlight of the campaign was the brand’s strategic content sponsorship on StarChefs, a food and dining Web site,
during the month of December.
Sandler New Media and StarChefs developed a branded content area that was
promoted from the StarChefs home page, and included a Q&A quiz about
champagne, a profile of Moet & Chandon’s Chef Dance, and a weekly menu of
recipes with preferred Moet & Chandon pairings for each dish. StarChefs also
asked their users to share their most memorable champagne experiences within
the popular newsgroups area on the site, to stimulate discussion of champagne
amongst their community of users during the campaign.
Spending was not disclosed. The one-month Moet & Chandon sponsorship
delivered more than 300,000 impressions for the brand, the agency said.