By Karen Moss
Bacardi and Novus Leisure have partnered with mobile marketing agency Sponge to run an in-bar mobile QR code promotion. The mobile promotion, a first for both brands, is being pushed via a media campaign across the Capital FM and XFM iPhone apps, along with banner ads and an O2 Media SMS campaign.
Consumers claim their unique QR code voucher by registering on the Late Night London mobile site, which lists Novus Leisure’s 45 bars across the capital. Participating bars have QR code scanners which allow bar staff to scan vouchers in-house, allowing consumers to redeem the offer.
Bacardi and Novus Leisure will track redemption and target consumers with relevant future campaigns. Sponge designed and built the QR code registration site and bespoke barcode scanner app.
"The majority of our target consumers are using mobile to plan their nights out and in particular taking advantage of location-based promotions and events,” says Jon Fearn, marketing manager at Bacardi. “The campaign makes the most of this insight and cleverly uses scanners in each venue to help us track their journey from seeing the ad through to purchase."
“To drive awareness of both the new Late Night London mobile-optimised site and its benefits to customers, we have partnered with Sponge and Bacardi to create a compelling campaign,” says Helen Cook, head of group marketing at Novus Leisure. “It’s powerful due to the customer insight that will be gained. This data will ensure all future communication will be relevant and targeted based on previous purchase behaviour."
A separate Novus Leisure SMS competition will also run in participating locations.