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Bacardi and Novus Leisure partner with mobile marketing agency Sponge for first mobile ‘2 for 1’ in-bar promotion

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Bacardi and Novus Leisure have partnered with mobile marketing agency Sponge to run an in-bar mobile QR code promotion offering 2 for 1 Bacardi Mojitos [my kind of promo! – Ed]. 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,” said 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,” said 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. Point of sale material promoting a ‘win £25 to spend at the bar’ competition will encourage people to text the name of the bar they are in to a shortcode. At a given time each evening for the duration of the campaign, a winner will be selected for each bar. Winners will be notified by SMS with a unique code.

“Mobile is an ideal medium to help drive awareness of Late Night London, promote Bacardi Mojito and increase footfall and length of stay in bars,” said Dan Parker, CEO at Sponge. “By tracking redemption, both brands will be able to target customers with tailored promotions and offers they’ll likely be receptive to.”

Novus Leisure’s bar estate includes the Tiger Tiger chain and the 2 for 1 Bacardi Mojito offer runs until mid-July.

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