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# Fake Wildlife Kidnappings
Missing Zebra from South Africa Promotes Perdeberg Wine

By Elsa Blaine | Published 2008-12-20 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/kidnapped-wildlife-promotions-the-missing-zebra-from-south-africa
References: [cherryflava](http://www.cherryflava.com/cherryflava/2008/12/more-animals-go.html) & [themissingzebra.co.za](http://www.themissingzebra.co.za/)

Merlot the Zebra, mascot of South Africa’s Perdeberg Winery, has been kidnapped. He was swiped right from the wine producer's gorgeous vineyard. He is described by the distraught owners as having a “medium build, a distinctive brown patch on his nose, and a friendly, playful nature,” along with the obvious black and white stripes.

Of course Merlot has not actually been nabbed; this is an ingenious ad campaign by Perdeberg. The promotion starts with the first clue being revealed January 12, 2009 on their ‘Missing Zebra’ website, and each following Monday until, I assume the beast is located.

Weekly prizes of vino will be given to help solve the case and get that nasty napper, and a grand prize of 48 cases of Perdeburg wine will be won at the end of the promotion.

## Trend Insights (Trend Hunter)

- Score: 0.9/10
- Popularity: 14% | Activity: 4% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: North America, Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing)

## Key Themes

### What Makes This Trend Stand Out

- **Creative Brand Awareness Campaigns:** Innovative companies are using fake kidnappings and missing mascots to generate attention and engagement with their target audience.
- **Interactive Advertising:** Interactive ad campaigns that involve audience participation and reward systems are becoming popular for creating buzz and building brand loyalty.
- **Online Mystery Promotions:** Online mysteries and scavenger hunts are being used by businesses as a way to generate excitement, increase customer engagement, and collect valuable consumer data.

### Sectors Adopting This

- **Wine and Spirits:** The wine and spirits industry can explore creative marketing strategies like fake wildlife kidnappings to attract new customers and strengthen brand loyalty.
- **Advertising and Marketing:** The advertising and marketing industry can capitalize on the trend of interactive and immersive ad campaigns to create innovative and memorable brand experiences for their clients.
- **E-commerce:** E-commerce platforms can leverage online mystery promotions to drive traffic, increase customer engagement, and gather valuable consumer insights.

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