M&B banks on loyalty game to keep Euro 16 alive

Mitchells Butlers woos footie fansGiven last night’s England Euro 16 flop, pub and restaurant chain Mitchells & Butlers may have timing issues but it is ploughing ahead with an interactive mobile experience in an effort to attract new customers during the football tournament.
England may be down and out but Wales are still carrying the flag for the home nations, while M&B will no doubt be hoping Premier League players from other countries will keep interest in the competition alive.
The new online campaign is centred around the M&B’s Green Card app – powered by Eagle Eye Solutions and driven by technology from 3radical – which was rolled out in September last year.
M&B is using the new technology, leading with a virtual bingo card game, to engage its customers in a fun and interactive way – combining, mobile and social experiences across its brands.
This latest activity sees consumers access a virtual bingo game within their existing Green Card app. When users click to play they receive a unique QR code, generated in real-time by Eagle Eye, and once scanned at the till in an outlet squares are unlocked on the bingo card with the flags of the two teams playing at that time.
After a line, row or full card of flags is unlocked players are sent a reward voucher for a free beer with a main course, which is saved in the wallet within the app. There is also the chance to win a variety of prizes including a weekend break in the capital city of the winning country of the Euro 2016.
Sharing the game via social sites such as Facebook and Twitter, along with answering quizzes about themselves, also enable players to earn entries into other competitions to win additional prizes.
Sizzling Pubs marketing manager Ben Riding said: “As part of our commitment to our pub goers, we are keen to make experiences as exciting and interactive as possible.
“We see this new campaign as a significant innovation in the way pubs encourage new visitors and a way to encourage repeat visits and ongoing customer loyalty. The new campaign also allows us to collect data that can help us take a more personal approach to how we communicate with our customers.”
Just last week M&B-owned All Bar One launched a new loyalty app, offering customers rewards, exclusive offers and an opportunity to build their wine and cocktail knowledge direct from their mobile.

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