The client wanted 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.

We created a website (www.idrinks.es) where users could register with an email and cell phone number. We sent bar code messages to the cell phones every week. Those messages could be validated on scanners placed in different bars around town. Each code was customised 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.

40% of those registered were active users who consumed every week, with a huge traffic generation in selected bars. 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 achieved the campaign's objectives: bar traffic generation, consumption incentive and brands' loyalty.