The client wanted to create a promotion to encourage bar and night club consumption, which had dropped considerably since students consumed before going out. At the same time, there was a need to generate brand loyalty (J&B, Cacique and Johnny Walker) with a loyalty program based on product consumption. The challenge was twofold: to generate consumption while attracting people to specific places and to do the same thing simultaneously for the Diageo brands.

40% of those registered were active users who consumed every week. Half of these users also accumulated points. Results were not only successful in terms of redemption, given the complexity and novelty of the promotion, but in the consumer activity, since out of the 40% of active users, 92% validated a minimum of 7 out of 10 sent codes and 52% of active users accumulated points.

The combination of Internet and mobile phones got the campaign's objectives: bar traffic generation, consumption incentivation and brands' loyalty.

We created a website (www.idrinks.es) where users could register with an email and cell phone number. We sent barcode messages to the cell phones every week. Those messages could be validated on scanners placed in different bars around town. Each code was customized so when the consumer validated it, the scanner would print a ticket with the consumer’s name and the discount (1€ off, upgrade). After paying for the drink, the consumer received a proof of purchase and validated it on the scanner or via SMS, thus accumulating points that could later be exchanged for gifts, stimulating brand loyalty.

The mobile is the principal media of the target so we used mobile phones as the driver to generate traffic, redeem the coupons and accumulate the points.

The use of such an innovative media generated that half of active users took part at the promotion because of the word of mouth effect. Also, the promotion experience, got that the redemption was more the 40% with a 92% of users that validated every code they recieved.