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Drinks · Campaign proposal

Diageo: bar screens, rewards in hand.

A proposed Diageo programme that pairs On Trade venue screens with a Wi-Fi and QR mobile layer, so live sport drives purchases, rewards and first-party data, and carries on into the liquor stores and taverns that stock the brands.

  • On Trade digital screens
  • QR table talkers and posters
  • Venue Wi-Fi
  • Mobile web app
  • WhatsApp
  • Retailer rewards
Steps
5
Screen formats
3
Profiling questions
5
Engagement
A venue TV loop: two pints of Guinness raised at the bar, framed with the Diageo logo, a Scan to take part line, a QR code and the 18+ line.

QR code that opens this Diageo page on hellobrand.co.za.

Guinness sign-in screen on a phone: a cellphone number field and tick boxes for the privacy policy, the user consent form and being over 18.

A 2024 campaign proposal by Hello Brand for Diageo. It sets out what would run; no results are on file.

Not for persons under the age of 18. Enjoy responsibly.

The brief

Diageo wanted to win the moment of choice in restaurants, bars and taverns, prove that its spend there worked, and build a direct line to the people drinking its brands.

Who it is for: adults of legal drinking age watching live sport in On Trade venues, plus the venue owners and retailers who stock Diageo brands.

In a bar during a big match, eyes move between the screen and the phone. A brand that connects the two can prompt the order and reward it on the spot.
On Trade
Restaurants, bars and taverns
Off Trade
Liquor stores, shebeens and wholesalers
Screens
Full screen, squeeze backs, bottom scrollers
Mobile
Free Wi-Fi, or the guest's own data
Data
First-party and POPI-compliant
Prepared
2024

The idea

Guinness poster: Share a Guinness lineout, four pints on a paddle on a rugby field, who's in your team? Buy 6 pay for 4, win beer for a year.

Screen to phone, order to reward.

Put brand content on venue screens around live sport, then hand the conversation to the phone. Guests connect to free Wi-Fi or scan a QR code on a screen or table talker, play a short branded game, answer a question and win an instant reward or a draw entry, such as a Six Nations kick-for-a-prize mechanic for Guinness. Every interaction feeds consented first-party data that powers follow-up on WhatsApp, while outlet owners can be rewarded for proof of purchase.

  • Brand awareness where the purchase happens
  • Entice the purchase, and reward it on the spot
  • Real-time, POPI-compliant first-party data
  • Share of voice: clear brand ownership of the venue
  • More outlets stocking Diageo brands
  • Measurable return on the spend

On the screens, around the match

Venue TVs carry Diageo's brands all day, and get louder when the sport is on: the moments when the room is full, watching, and ordering.

Full screen
Standard spots on weekdays from 08:00 to 15:00, outside the big games
Squeeze backs
L-shape squeeze backs around the live broadcast every day from 15:00 to close, and through the big games from Friday to Sunday
Bottom scrollers
A strip advert along the bottom of the screen, always on
Changes
New media live within 48 to 72 hours, managed from the cloud

For Guinness the season is rugby: the proposal plans the screens around the tournament calendar, so the brand is on the TV when the match is.

Already on the network: a Diageo offer on a guest's phone

Filmed at a venue table: the guest opens the web app, chooses the Johnnie Walker Black offer, answers one question to redeem it and gets the success screen. It is the same path the proposal plans for Guinness, from the screen to the bar.

A guest's hand holding a phone at a venue table, the venue web app open on its menu and drink deal tiles.
A Johnnie Walker Black offer, redeemed on a guest's phone.

Ways in

  • The posterShare a Guinness lineout, with the code to scan.
  • Guinness tile: stand a chance to win Guinness for a year, buy a bucket of 6 and pay for 4.
    The table talkerBuy a bucket of six, pay for four.
  • A pint of Guinness beside a can of Guinness Draught on a wooden table.
    The screen artThe pint, and the can to take home.

The guest's journey, start to finish

Five steps from the TV to the bar, and a conversation that carries on afterwards.

Seven steps, and the follow-up

  1. See the offerOn a venue screen or a table talker, with the code to scan. Guinness poster on a phone: Share a Guinness lineout, four pints on a rugby lineout board, who's in your team, buy 6 pay for 4, win beer for a year.
  2. ConnectFree Wi-Fi or the QR code, then a cellphone number and consent. Returning guests are recognised. Guinness sign-in screen: a cellphone number field and tick boxes for the privacy policy, the user consent form and being over 18.
  3. PlayThe branded game: tap the Guinness ball to kick it at the posts. Guinness Kick and Win screen: reveal your prize, tap the ball below for a chance to win, a Guinness rugby ball in front of floodlit posts.
  4. Answer a question and winAn instant reward, or an entry into the draw for beer for a year. Guinness tile on a phone: stand a chance to win Guinness for a year, buy a bucket of 6 and pay for 4.
  5. Redeem at the barTake the code to the bar, and opt in for more on WhatsApp. Guinness congratulations screen: you have won a 6 pack, take the below code to the bar to redeem your prize, with a six-pack of Guinness Draught.
  6. Refer friends for free playsGuests share a QR code with friends, and both get two free plays. Refer friends screen: get 2 free plays by sharing a QR code with friends, with a Share button.
  7. Pay the way that suitsPurchases in the app take PayPal, Google Pay, Apple Pay, airtime, rewards or a saved card. Payment method screen listing PayPal, Google Pay, Apple Pay, airtime, rewards and a saved card, above a Guinness Night Football banner.
  8. Rate the visitA short survey afterwards: how the visit went, how often the guest comes, and whether the staff helped. Survey screen: overall how would you rate your experience, how often would you visit, and were the staff helpful, with answer options.
Guinness poster on a phone: Share a Guinness lineout, four pints on a rugby lineout board, who's in your team, buy 6 pay for 4, win beer for a year.
Step 1 of 8

Every mechanic, in detail

Five steps on the platform: connect, redirect, engage, integrate and measure.

Connect

The venue's captive portal signs guests on to the Wi-Fi and recognises them when they come back. Where there is no Wi-Fi, guests use their own data. Every screen, poster and table talker points to the same QR code.

Five questions for Guinness5

After name, age, gender, date of birth and an email or phone number, guests answer five quick profiling questions, each with a short list of answers:

  1. When last did you have a Guinness? (this week, recently, months ago, years ago, never)
  2. When is it Guinness time? (anytime, first drink, after a few warm-ups, with the crew)
  3. What are your interests? (sport, music, travel, entertainment, health and fitness, food, adventure)
  4. What would you eat with a Guinness? (a starter, a main, a burger, a pizza)
  5. How do you prefer your beer? (in the bottle, in a glass)
Games and instant rewards

Short sport games (kick the ball, predict the score, pick your team), a win banner on every mobile page for prizes, product or merchandise, and social moments such as posing with a can in hand for Instagram or TikTok. Rewards land instantly, as a voucher, a draw entry or a drink at the bar.

The promotions

Example offers for Guinness: buy six and pay for four; scan the code to win Guinness beer for a year; buy six for a chance to win a trip to Twickenham.

The WhatsApp VIP channel

Guests who opt in join a brand's VIP channel on WhatsApp, like the Captain Morgan Rum VIP membership: free Wi-Fi, instant rewards, competition alerts and chances to win event tickets, with complimentary drinks and merchandise for frequent visits. The channel thanks guests after a visit, tells them about the next one and lets them share the moment.

Three Captain Morgan phone screens: a cellphone sign-in, a VIP membership welcome message and a short venue feedback survey.
Reporting

A front-facing dashboard shows who took part (age, gender, location and language), their devices, the answers to every question and how engagement moved through the campaign. Attention is measured by viewability, engagement rate, dwell time, conversion, brand lift and how well the content fits the moment.

The trade: rewards for the outlets too

The same platform works off-premise, in liquor stores, shebeens, spaza shops and wholesalers, so the outlet that stocks Diageo's brands has a reason to order more.

How it works

  • Outlets upload a supplier or wholesaler invoice in the app as proof of purchase
  • Incentives are paid weekly, with an SMS and an in-app message to the owner
  • Rewards can be paid as a credit at a chosen wholesaler
  • Wallet funds can be cashed out at a supermarket till

What Diageo gets

  • Traceable stock across liquor stores, shebeens and wholesalers
  • Retailers nudged to choose Diageo brands
  • Performance benchmarked against the category
  • More outlets stocking the brands, and more volume

What we proposed

One connected channel for Diageo, from the venue TV to the phone to the outlet's next order: screens that sell, games that reward, and data the brand owns.

Screen to phone

Venue screens carry the message; Wi-Fi and QR codes move the guest onto mobile.

Play for a reward

Simple sport-led games give instant prizes and keep the brand in the moment.

Data that follows up

Opt-in profiles allow WhatsApp remarketing and clear reporting per venue.

The Captain Morgan character, one boot on a rum barrel.

Already on the network: Captain Morgan is one of the brands that ran on the Tiger's Milk and La Parada venue platform. The proposal set no targets, and no results are on file for this programme; once it runs, these are the measures it will show.

Results to follow Figures are added here once the programme runs.

What it will report

  • Guest engagements

  • Promotional entries

  • Instant rewards redeemed

  • Opted-in profiles

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