High-street pub brand O’Neill’s tasked us with developing a mobile-optimised mechanic to drive trade, specifically in support of its walk-in food promotion, during live rugby and football fixtures at weekends.
Our principle objective was to target and excite live-sport fans – in and outside the pubs –via a seamless customer journey encompassing point-of-sale promotion, web and social platforms, email and SMS.
We took O’Neill’s successful Six Nations Score Predictor, a Facebook app we created three years previously, and developed this concept into a bespoke microsite-based game covering a broader range of sports.
Each week via the O’Neill’s Big Match Score Predictor, users can make predictions on pre-determined Big Match fixtures of the day (thus far, this has covered rugby on Saturdays, football on Sundays). To win a pint immediately after the full-time whistle is blown, entrants need to accurately guess the point difference in a rugby game (e.g. England win by seven points), or the correct minute a goal is scored in a football match. Winners receive a triggered email-voucher via their smartphones, which they simply show behind the bar to redeem their prize.
From point of entry to voucher redemption, the game is designed to engage customers who love watching live sport – and essentially keep them coming back for more. To this effect, the microsite incorporates four areas: My Predictions (where users make their forecasts); Fixtures (upcoming live fixtures at local O’Neill’s); History (previous predictions vs results); and Rewards (access to winning or expired vouchers). And it’s promoted via point-of-sale material in O’Neill’s pubs nationwide, as well as customer email, web and social networks.
Through the site we introduced a raft of cross-platform functionality new to O’Neill’s, including social login, SMS verification and integration of the brand’s new till technology to allow for the redemption of instant in-pub prizes. We also overlaid it with a data-capturing programme, opening up a stream of opportunities for targeted communication.
It’s too early to measure hard analytics; but the game is attracting a meaningful volume of entries, which will stimulate interest as the sport season continues.
Big Match Score Predictor was an industry first, and is providing O’Neill’s with a blueprint for future campaigns that integrate digital activity with its point-of-sale systems.