Diego Whisky night is a mobile based application in order to connect friends from various social contacts and address book if they are locally present in any club, bar or party and enjoying with Diageo liquor brands which enables user to enjoy instant discounted coupon on their smartphone immediately. Users can then show the barcode to nearest bar and enjoy a drink in discounted price with their friends.
This was a very interesting innovative marketing initiating to increment footfall to off and on trade partners during Whisky Nights activation and ensure that consumers choose whisky as their drink for their entertaining with friends occasions. Whisky bring unrivaled variety and a sense of glamour that can upgrade an entertaining occasion through vibrant and disruptive drinking propositions.
Build a simple, beautiful mobile app that talks about whisky nights, brands and Diageo serves (serves will change in every wave). Integrate a map of outlets where whisky nights activities are happening. Use mobile discounts in the form of vouchers. The app provides the opportunity to run waves of activation with different themes to maintain consumers interest and outlets engagement for example whisky mixed serves, whisky and balls, whisky and soda, etc.
Use mobile advertising with a call to action to attract consumers in the site
When consumers join will be exposed to the site content
Ask consumers if they would like to enjoy it at home or out of home
If at home then shoppers will receive a discount voucher to exchange with every whisky purchase in participating Super Markets
If out of home will be asked to choose an outlet where they would enjoy their drink and they will download the voucher to redeemed it in the outlet