Date

6-2016

Degree Name

BS in Journalism

Department

Journalism Department

Advisor(s)

Dan Eller

Abstract

The following study investigates how to develop a commercial on a social media platform in order to advertise a product to millennials – in this study, wine is the product. The number of consumers is increasing as each year more and more millennials become 21 years old, thus being able to be the next and newest consumer of the wine industry. The campaign’s focus was to create a wine commercial for a tasting room called MCV Wines and market it on social media to see if millennials would be interested in purchasing wine after seeing the commercial. Withscholarly research, the design of the campaign attempts to strategize to the interests of millennials. This paper addresses the need for social media marketing in the wine industry and the need for campaigns to be targeted to millennials.