The Hunter Valley’s Bimbadgen Winery enjoyed a taste of social media success over the Easter period when its ‘Virtual Twitter Tasting’ campaign became the second biggest trending topic of the day on the micro-blogging site.

The campaign driven by Agent99 PR, engaged 52 journalists and bloggers to take part in an Easter0-themed Twitter tasting, an interactive wine and chocolate matching experience with participants using the hashtag  #thirstforbimbadgen.

It follows on from a similar Halloween themed event last year, which gained around 750,000 impressions, and engaged top-tier media.

Karen Evans, marketing manager of Bimbadgen Estate said: “The social media PR campaign has illustrated how effective a relatively simple and low cost mechanic, such as a Twitter tasting, can be in connecting target audiences with our brand in a very personal way.

“Not only were media interacting directly with the brand, they were networking with each other and sharing their brand experience with a highly engaged and loyal audience of thousands of online followers.”

Agent99 PR director, Sharon Zeev Poole added: “The success of the campaign has inspired the strategic planning of a series of branded Twitter Tastings to follow. The key ingredient of campaigns in this space is cultivating organic conversation around the brand, with media and bloggers leading the charge as Bimbadgen’s biggest brand champions.”