Novus goes mobile with Bacardi

The deal— the latest example of brands using mobile devices as a platform for offers—will allow customers to get two Bacardi Mojitos for the price of one in Novus’ 45 London venues. The promo can be redeemed via mobile phones, with customers scanning their devices against QR code readers in bars. They have to register for the QR codes in advance via Novus’ Late Night London website—giving both brands access to their details.

The promotion has been developed with the Sponge agency, and will measure redemption rates in due course. The offer will be promoted on London radio stations’ apps and via an O2 Media text campaign.

Jon Fearn, marketing manager at Bacardi, told Marketing Week: “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. 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.”

Helen Cook, head of group marketing at Novus Leisure, said it would also give the company important detail about its customers that would inform future communications.

For the full story, see Bacardi launches mobile CRM campaign.