Heineken came to us with a problem: They had hundreds of tickets to the UEFA Champions League and the Heineken Champions Cup to give away (a nice problem to have!) and they wanted to use these tickets to convert online users into on-trade customers. We put our thinking caps on and got to work...
A flexible online solution
A requirement of the brief was to deliver a single digital platform which would work across a huge range of outlets, from large pub and restaurant chains through to smaller independents, without relying on integration with the vast number of till systems in operation.
Our solution was to build a single user journey which catered for customers arriving via the online social media campaign and for those arriving directly from point of sale advertising in the on-trade.
NFC tap to play
Working closely with Heineken we produced location-aware, NFC enabled lanyards that were handed out to staff in all participating sites across the UK.
Customers could simply tap the lanyard with their phone to instantly launch the game, and even unlock location-specific quizzes offering a range of additional, high value prizes.
In addition to branding the overall campaign, we also helped boost engagement through paid social advertising by creating a series of short 4 second promos.