March 21, 2007

thresher virus 2.0



So here it is: The Stormhoek-Thresher Coupon 2.0.

40% Off any wine in any Thresher store for the next week [N.B. Thresher's is the the largest specialist wine retailer in the UK].

We did Version 1.0 last Christmas, and generated £15 million of sales for Thresher, one of our big clients. Not to mention, it made the national news. So now that Easter has come along...

Unlike last time time, however we put a little Stormhoek branding on the top. That's the shameless advertising hack in me etc.

Anyway, feel free to download coupon and blog it and/or e-mail it to as many people as you like. Thanks.

[UPDATE: The link was broken for about a half-hour. Fixed now. Thanks.]

Posted by hugh macleod at March 21, 2007 8:12 PM | TrackBack

Hugh...Thesher or Thresher? Long day of wine? Welcome back btw :)

Posted by: steve clayton at March 21, 2007 9:18 PM

Someone probably already told you - but the download link is broken.


Posted by: Rob La Gesse at March 21, 2007 9:22 PM

Link isn't working?

Posted by: Ross McLachlan at March 21, 2007 9:30 PM

Wine must be terribly overpriced...

Posted by: Headwaters Bamboo at March 21, 2007 9:33 PM

Download link broken??

Posted by: Andrew at March 21, 2007 9:34 PM

Yeah, mea culpa. Links are fixed now.

Sorry about the typo, Steve. Also fixed ;-)

It's been a long day...

It'll be kinda interesting to see if this works out. On one level, lightning never strikes twice. On another level, hey, it's 40% off.

Posted by: hugh macleod at March 21, 2007 10:02 PM

Uh oh. In about 2 weeks we'll have one of those "And on the Internet this week, angry crowds have been swamping Threshers asking for money off after a Web advertising campaign went wrong" stories from broadcast news tv stations. Of course the story will be wrong. Again.

Posted by: Mike Butcher at March 21, 2007 10:05 PM

Hugh, your blog is more addicting than porn. (Well, I'm a girl, so that probably doesn't say too much.) I just spent/wasted 45 minutes looking through your blog. And I do this often. Thanks a lot. Grrr...

Posted by: Jane at March 21, 2007 11:41 PM

Mike - you are a great flacker but on occasion you do talk boll*x - Hugh - 'So here it is: The Stormhoek-Thresher Coupon 2.0.' - so V.1 was a stunt?

Posted by: Dennis Howlett at March 22, 2007 3:55 AM

Jane, I agree!

Posted by: Catherine at March 22, 2007 5:07 AM

And here I am, sitting in South Africa, (Johannesburg to be precise), the home of Stormhoek wines, and I can't use the coupon. Talk about irony!

Posted by: John at March 22, 2007 6:49 AM

I hadn't realised that the 1st one was you - good work. Unfortunately, the voucher I just got emailed by a colleague had nary a whiff of Stormhoek branding!

Posted by: Ciaran at March 22, 2007 9:45 AM

Ciaran, it sounds like the old voucher, which will no longer be valid...

But now you can download the new one =)

Posted by: hugh macleod at March 22, 2007 10:54 AM


Keep up the blog, enjoy it

Playing Devils advocate here. Do you think the success of the last viral Threshers campaign was really driven by this site? I have again been sent the email but without Stormhoek branding and it is definitely the new one. I would argue that this is being plugged all over the place and Stormhoek/Gaping Void is just one of many advocates



Posted by: Guy at March 22, 2007 11:47 AM

Yeah, Guy, there's a Stormhoek-free voucher on the Thresher's website:

Which is fair enough...

But as Thresher is one of our biggest clients, I doubt we'd be so stupid as to do what you're suggesting without their complicity.

Posted by: hugh macleod at March 22, 2007 11:56 AM

I wasn't implying that you would be stupid enough to do this. I think I am more interested in understanding the impact of this site in the viral campaign. A sure test will be to see if I receive a Stormhoek voucher as well as the regular one. I hope I do

Posted by: Guy at March 22, 2007 2:55 PM

Fair enough, Guy. I'm guessing more people would prefer to download and use the coupon from the Thresher's website, as it looks more "official".

Ergo, I'm assuming that one will be more viral in the long run.

Hey, as long as it sells wine, I'll be happy =)

Posted by: hugh macleod at March 22, 2007 3:26 PM

I can't wait till your marketing love takes a US tour. And I am with Jane & Catherine, I definitely crave my daily gapingvoid hit.

Posted by: deannie at March 22, 2007 5:11 PM

I despise gapinvoid and yet I still read it every day. Go figure. ;-)

Posted by: Anthony Eden at March 23, 2007 2:29 PM

I despise gapinvoid and yet I still write it every day. Go figure. ;-)

Posted by: hugh macleod at March 23, 2007 2:32 PM

On a practical note.

I don't wish to spoil the party but for those who don't know...

Threshers are already offering all wine at 3 for 2 in store - a 33.3% discount. Furthermore their wine tends to be a little more expensive than supermarkets IMV.

My store manager in West London tells me threshers did a 40% off offer before the last Stormhoek offer. They distributed 40% off vouchers to "Friends & Family" meaning pretty much anyone who asked.

No doubt it worked last time for Threshers. He explained it had not been so busy thus far.

But hey mustn't grumble - we needed some cheap plonk.

Posted by: Andrew Cazalet at March 24, 2007 4:27 PM

I just knew this had to be a viral when I got the vouchers at Xmas, but nobody would believe me. Gutted I missed out on the Easter version.

Posted by: Andrew Bargery at April 9, 2007 5:36 PM