Tuesday, September 13 2011
JD Wetherspoon and Bacardi Brown-Forman Brands (BBFB) have co-launched an augmented reality (AR) campaign to promote the pub chain among students.
The campaign, created by Ogilvy Action and Campus Media, uses QR codes placed at University campuses to encourage students to download the recently launched Wetherspoon Unlocked mobile app.
The app, available on Android and Apple phones, uses AR technology to promote food and drinks offers promoted on bar mats and posters at over 280 Wetherspoon pubs.
Users of the Wetherspoon Unlocked app can also tag multimedia images taken on their “big night out” and share them on Facebook and Twitter, as well as use it to download and redeems discount vouchers.
The campaign, which kicked off today, will run with the tag line “Unlock Your Night @Wetherspoons” with ads promoting the campaign appearing on Studentbeans.com. Further online executions are also planned.
Jason Wall, director at Ogilvy Action, said, “Students tend to be early adopters, so we knew that we needed to harness the latest digital technology and allow for social media sharing.”
Jonathan Fearn, BBFB’s portfolio marketing manager, highlighted the importance of using digital to drive footfall to Wetherspoon pubs.
“With current consumption habits increasingly taking people away from drinking in pubs, particularly within the student population, we were keen to develop a campaign that allows groups to tag and upload digital memories of their nights out,” he said.
