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CASE STUDY: Bacardi Wetherspoon Unlocked App Campaign

Provided by Campus Media
Bacardi & Wetherspoon wanted to promote the UK's first student augmented reality app, see how we delivered over 50,000 downloads

What was the Challenge / Background of the Campaign?

Bacardi and Wetherspoon wanted to launch an augmented reality based smart phone application to deliver drinks vouchers to students in a fun and engaging manner. As this was the first ever foray into the market with a product of this technical sophistication it was vital to ensure high visibility, and clarity with instruction. Students were required to download an app, then find posters, chalk adverts, playing cards, etc around University with the "W" on it in different colours, and use the app to download that week's voucher to redeem at the bar.

What was the Campaign Objective?

To reach 30,000 app downloads during the first term To redeem more than 50,000 vouchers by Christmas To increase student affiliation to Wetherspon

What was the Solution?

Full training in our office, and via video for staff recruited for campaign. 500 staff recruited and deployed to help fellow students across the UK Universities learn where to download the app, but more importantly how to use it and why it would benefit them. Posters with creative that pushed the campaign image but not alcohol (in line with Portman Ruling) were kept simple, but this added to the need to effectively communicate the point of these. Playing Cards were also printed and distributed with the imagery as these are kept with students and played often in pubs.

What were the Results?

Best Digitally Led Campaign at MAA Best Awards Runner up in Cannes Golden Lion Awards. Reach: 420,00 55,000 downloads of the app 107,000 vouchers redeemed. Word of Mouth excitement of campaign

What were the Key Learnings of this Campaign?

The best way to communicate a complicated but potentially engaging mechanic is with people on the ground, who are enthusiastic, knowledgeable and friendly. The sheer mass of students employed to help other students get into the look and feel of the campaign had a huge viral effect and the campaign exceeded its target significantly.

BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100k
16 - 24All Genders
Students
MOBILE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDIRECT RESPONSEDIRECT MARKETING
EXPERIENTIAL
SALES PROMOTION
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