Tangley Oaks Wines came to The Well for help in launching their new wine label online. The strategy was to gain awareness of the brand through a relationship with the Arbor Day Foundation.

The Well developed a microsite highlighting this relationship with a unique Plant-A-Tree digital game. The user is asked to answer 10 questions about the wine. If he/she answers correctly, a tree will be planted in their name. Information and promotions were also delivered via email. The microsite was successful in gaining awareness, collecting a robust email database, and planting hundreds of trees.