Kendall-Jackson, 'Undercover Boss' & The Power of Digital Integration

 

Jackson Family Wines is leveraging an appearance on CBS-TV's "Undercover Boss" to build buzz for the Kendall-Jackson brand through digital channels.

The other day, I spoke with Josh Camire, director of digital communications for the company, about the effort - which taped on the heels of founder Jess Jackson's death last summer - and how Camire is using social media, mobile and other channels to connect with consumers like never before.

Along the way we discuss some of the special challenges of promoting wine brands in the digital age.

(9:06)

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