A Platform Empowering Charitable Giving and Brand Engagement

With the Joy of Giving platform, Cupcake customers can scan a QR code under their wine caps to unlock a vibrant online experience, where they are able to cast votes for their favorite local or national charities. At the end of the campaign, Cupcake will donate a total of up to $100,000 to the selected charities, with each charity receiving a share based on the number of votes it receives.

The Challenge

Cupcake Wines envisioned Joy of Giving as a festive, intuitive platform that would allow customers to support meaningful charities while deepening their connection with the brand. To realize this vision, several challenges needed to be addressed to ensure the campaign delivered a seamless and engaging user experience.

Our first major challenge lay in facilitating a charity voting experience tailored to each users' specific locations, enabling them to easily discover and vote for local charities.

The project also required the design and development of a flexible platform capable of supporting dynamic event configurations, ensuring it could accommodate both the Joy of Giving campaign and Cupcake’s future initiatives.

Additionally, the campaign required a focus on fostering strong user engagement, which meant creating a platform capable of delivering an immersive experience tailored to diverse scenarios, such as on-premise events and international participation. Beyond functionality, the design needed to capture the festive joy of the holiday season while staying true to Cupcake Wines' branding, resulting in a visually appealing and emotionally resonant experience.

The Solution

Yeti developed a series of innovative solutions that ensured Joy of Giving delivered a seamless and engaging user experience while addressing the unique needs of the campaign.

The enhancement of the QR code functionality was central to the platform’s success. We leveraged Cupcake’s existing QR code system to create a smooth experience where users could scan bottle caps and vote for their favorite charities. Geolocation features were incorporated to dynamically display relevant local charities based on users’ locations, while international participants were redirected to the designated charity, Women in Wine.

To support Joy of Giving and future campaigns, we designed a scalable framework that integrated charity voting, tracking, and management. This flexible system enabled easy adaptations for future campaigns, allowing for changes in themes, voting criteria, and event durations, all while ensuring consistency for both Cupcake Wines and their customers.

User engagement was prioritized throughout the design. We created an immersive, personalized experience where customers could explore charity information, view real-time voting results, and feel a deeper connection to their chosen causes. The platform accommodated both on-premise and online participation, making it accessible to a broad audience and fostering a sense of involvement in the campaign.

For data insights, we integrated advanced analytics tools like PostHog, Forest Admin, and Google Analytics to track user behavior and campaign performance in real time. This provided Cupcake Wines with the insights necessary to adjust strategies and maximize impact.

The design was another key focus. We developed a holiday-inspired design system that captured the spirit of giving, joy, and generosity, all while staying true to Cupcake Wines’ brand. The design evoked a festive atmosphere and ensured a user-friendly experience, aligning with the campaign's core message and fostering emotional connections with users.

Ultimately, the Joy of Giving platform successfully blended technical innovation and creative design, delivering a joyful, engaging experience that enabled Cupcake Wines’ customers to give back to their communities in a meaningful way.

The Outcome

The Joy of Giving campaign launched in November 2024 and runs through December 31! If you’d like to explore the Yeti-built platform while supporting your favorite charity, simply purchase a bottle of Cupcake Wine, scan the QR code on the cap, and experience how Joy of Giving makes giving back easy, meaningful, and fun!