INNOVATION CASE – Marketing, Experiences and Services
Oenological Escape Game
Starting year: 2017
Objectives: Bring more tourists and younger ones to the winery
Involved subjects: Escape game, gamification
Innovation area: Marketing
Summary
The estate offers an escape game in the winery.
For wine tourists, the aim is to spend 1 hour going through a rather unusual job interview in order to become a winemaker.
A fun way to learn.
Game available in French and English.
Optional: possibility of booking a discovery tour at a preferential rate, which takes place after the game.
Difficulties
The limit of an escape game is that you only play it once.
Results
The prize for tourist promotion during the “Bacchus de l’oenotourisme” went to Domaine Pierre et Bertrand Couly (Chinon) for its “oenological escape game” (which is a registered trademark). Created with a storyline and viticultural objects, the test gives three to eight players an hour to get out of a room where they’re locked in. One year after the creation the escape game received 1,600 visitors (i.e. 20% of the estate’s visits). The escape game was a hit with the first players, creating a snowball effect on strong social networks.
