Viral Video Marketing: Pop Goes the Critic

Eric Asimov:

WHEN the refined British wine writer Jancis Robinson joined the frenetic Gary Vaynerchuk last fall on his video blog Wine Library TV it was as if Helen Mirren had shown up on an episode of "Dog the Bounty Hunter."

As Mr. Vaynerchuk began shouting his greeting into the camera as if he were hawking cap snafflers at 3 in the morning, the ever game Ms. Robinson could not help but look appalled. But she hung in there, and together they began tasting wine in the informal studio above Wine Library, his family's wine shop in Springfield, N.J.

As they sniffed a 2006 Ridge Geyserville zinfandel, or "took a sniffy-sniff" in Mr. Vaynerchuk's parlance, Ms. Robinson said she detected the aroma of violets. Mr. Vaynerchuk said it smelled "very candylike."

Ms. Robinson grimaced.

"To me, candy is a negative thing," she said. "Candy is something I get on cheap zinfandel."

"In my mind," he responded, "candy, you know, depending on the candy, for example, Big League Chew or Nerds, could be tremendous, whereas candy I don't like, like Bazooka Joe bubble gum, could be a problem."

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