Online wine cellar where you can collect virtual black label bottles and "steps" (points) everytime you share your black locker with your friends via facebook or answering questions on tweeter or buying Black Label products.
The best tool to have discounts, "steps" for the Black Locker and special offers. The card can be personalize with a picture of your choice (with your father)
Tweet with him
Show him how far you got, tweeting inspiring phrases that your father use to say and get some "steps"