Moët & Chandon is launching marketing activities surrounding its billing as the official champagne of Times Square 2014, the global New Year’s Eve celebration.
It is the first time the brand has participated in the promotion.
“Now the world’s most loved champagne will be linked with the most famous New Year’s Eve celebration in the world,” said Thomas Bouleuc, vice president, Moët & Chandon USA, in a release. “There is a reason that champagne is the favorite way to ring in the New Year, it elevates and enhances any occasion.”
While champagne is known for marking this important milestone, Moët’s call-to-action invites everyone to elevate any occasion, from celebrating small achievements to marking life’s big events.
Moët & Chandon social media program includes an 11-foot tall bottle of Moët & Chandon Imperial – the first of its kind ever created in the United States – which will tour iconic locations in New York City before finishing its journey in Times Square.
Consumers will be invited to pose for a photo with the bottle and create a toast to people in their lives, goals and hopes for the future. Each submission will generate a virtual toast to upload to social media and share with family and friends.
While the bottle will make its journey throughout New York, everyone in the US is invited to join in the party! Revelers across the country will also be able to create and share virtual toasts through an app on the Moët & Chandon USA Facebook page.
Several virtual toasts from both the Big Bottle tour and from the Moet Facebook app will be featured during the Times Square New Year’s Eve celebration on 7 giant video screens including the one atop One Times Square, directly below the New Year’s Eve Ball.