Hospitality · Campaign
Venue screens, 2021–22: the brands that bought the break.
From November 2021 to October 2022, brands bought squeeze-back ads around live sport on the Tiger's Milk and La Parada venue screens. Each loop below is the ad as it ran, with the month it ran where the file records it.
Results to followPaid media that ran. Results to follow; brands with their own page link to it.
- Squeeze-back ads
- Live sport
- Tiger's Milk
- La Parada
- Network
- Tiger's Milk and La Parada
- Sector
- Hospitality
- When
- Nov 2021 to Oct 2022
- Engagement
- Campaign
Ads that ran on the venue network. Each brand's mark appears only in its own ad.
All 25 restaurants on the network: 16 Tiger's Milk and 9 La Parada
Tiger's Milk 16
Gauteng
- Bedfordview
- Bryanston
- Cedar Square
- Melrose Arch
Western Cape
- Blouberg
- Camps Bay
- Century City
- Claremont
- Durbanville
- Kloof Street
- Muizenberg
- Stellenbosch
and 4 more Tiger's Milk restaurants
La Parada 9
9 La Parada restaurants
Every campaign on the network ran in all of them at the same time.
Not for persons under the age of 18. Enjoy responsibly. Vuse: 18+ only; this product contains nicotine and is addictive.
Chapter 1 of 5
How a squeeze back works
From November 2021 to October 2022, drinks brands bought the ad break that never interrupts the game: a squeeze back on the TVs in Tiger's Milk and La Parada restaurants, with a deal guests could claim at the table.
- 1. The game shrinks. During live sport the broadcast squeezes back into a window on the venue TV, so nobody misses the play.
- 2. The brand fills the frame. The brand's ad takes the L-shaped frame around it, with one clear deal.
- 3. Guests act on it. The ad sends guests to the venue's free Wi-Fi or a QR code to claim the deal at the table.
- Network
- Tiger's Milk and La Parada
- Restaurants
- 16 Tiger's Milk, 9 La Parada
- Tiger's Milk live
- 11 November 2021
- La Parada live
- 1 June 2022
- On this page
- Fifteen brands' loops
- Ads on file
- November 2021 to October 2022
The game keeps playing. The brand fills the frame.
Chapter 2 of 5
The loops, as they ran
Fifteen brands, as their ads ran. Loops play while on screen; each has a pause button. Brands with their own case study link to it.
-
HeinekenNovember 2021. The Heineken case study -
SavannaNovember to December 2021 (campaign dates on the Savanna page). The Savanna case study -
AperolMay 2022. The Aperol page -
Flying Fish2022. The Flying Fish case study -
AbsolutJune 2022. Part of the Pernod Ricard 2022 test -
BeefeaterJune 2022. Part of the Pernod Ricard 2022 test -
Ballantine'sAugust 2022. Part of the Pernod Ricard 2022 test -
JamesonAugust 2022. Part of the Pernod Ricard 2022 test -
Brutal FruitAugust 2022. The Brutal Fruit page -
Budweiser2022. The Budweiser case study -
VuseJuly to December 2022 (campaign dates on the Vuse page). The Vuse case study -
BacardiOctober 2022. -
Johnnie WalkerRocking the Daisies promotion at Tiger's Milk and La Parada. -
Captain MorganRum, with a QR code to scan. -
VawterHard seltzer and a burger combo.
Chapter 3 of 5
From the TV to the table
Every squeeze back pointed to the same place: the venue's free Wi-Fi and its web app, where each brand's deal waited behind one question. The insight-for-reward model, in seven screens.
Seven steps
-
ConnectThe TV names the free Wi-Fi. Sign in, or scan the code on the table.
-
EnterThe venue web app opens in the browser. There is no app to download.
-
The brand on the venue's pagesThe drinks menu opens on picture tiles, and every venue page carries the advertiser's banner.
-
Answer one questionAn insight for the brand, before the deal.
-
Answer savedThe answer goes to the brand's insight report.
-
Rub the tileA virtual scratch card.
-
Claim at the tableThe waiter redeems the deal in the app.
What a brand could buy
The squeeze back15 loops
During live sport the game shrinks into a window and the brand takes the L-shaped frame around it, with one deal and where to claim it. Fifteen brands' loops are on this page.
The slim ad75 x 1920
A thin strip, 75 by 1,920 pixels, along the edge of the TV picture, for one short line.
The home bannerJuly 2022
The first thing a guest sees in the venue web app. In July 2022 two Pernod Ricard brands shared one moving banner.
Tier 1 or Tier 235% vs 10%
Tier 1 took 35% of the advertising screen, Tier 2 took 10%. Tier 2 put the brand inside the menu, in its own category, with the same data and insights. Tier 1 added the home banner, a call to action on every page, the runner ad and squeeze-back ads during live sport.
Every discount was redeemed through the app, so each deal sold was counted against the brand; a guest could claim a favourite deal again every 15 minutes.
Chapter 4 of 5
The network
The screens were one part of a network that brands could buy whole: the Wi-Fi sign-up, the web app, the TVs and the tables.
Tiger's Milk, first 8 months
22
Brand campaigns
125,000+
Customers connected to the TIGERS JUNGLE network
62,000+
Insights and reward claims
La Parada, first 6 months
12
Brand campaigns
38,000+
Customers connected to the La Parada network
19,000+
Insights and reward claims
Across the group, 18 months
42
Brand activations
Over 18 months
16
Tiger's Milk restaurants
9
La Parada restaurants
Also on the network
Brands whose own ads are on file but not yet prepared for this page:
Chapter 5 of 5
The results
No results for the ads themselves are on file yet. When they are found and checked, these are the measures they will show.
Venue screens dashboard
What it will measure
12 months, Nov 2021 to Oct 2022 · sample
- From the case study
15
Brands on the network
- Sample
209,549
Screen plays
- Sample
17,940
Deals redeemed
Brands on the network
- From the case study
15
Brands on the network
Brands whose squeeze-back loops are on this page
- From the case study
42
Brand activations
Across Tiger's Milk and La Parada, over 18 months
- Sample
3.3
Brands on screen a month
Average number of brands running squeeze-backs each month
| Item | Value |
|---|---|
| Nov | 3 |
| Dec | 2 |
| Jan | 2 |
| Feb | 3 |
| Mar | 3 |
| Apr | 2 |
| May | 3 |
| Jun | 4 |
| Jul | 4 |
| Aug | 6 |
| Sep | 3 |
| Oct | 4 |
- Spirits 7
- Beer and cider 5
- Other 3
Screen plays
- Sample
209,549
Screen plays
Squeeze-back and slim ads played around live sport on the venue TVs
- Sample
29.7
Plays a restaurant a day
Average across the days each restaurant was live
| Item | Value |
|---|---|
| Nov | 9,146 |
| Dec | 14,862 |
| Jan | 14,127 |
| Feb | 12,973 |
| Mar | 14,538 |
| Apr | 14,184 |
| May | 14,691 |
| Jun | 22,417 |
| Jul | 23,052 |
| Aug | 23,476 |
| Sep | 22,389 |
| Oct | 23,694 |
- Squeeze-back 68%
- Slim ad 32%
Deals redeemed
- Sample
17,940
Deals redeemed
Brand deals claimed at the table and redeemed by the waiter in the app
- Sample
8.6
Deals for every 100 plays
Deals redeemed against screen plays
| Item | Value |
|---|---|
| Nov | 723 |
| Dec | 2,037 |
| Jan | 3,089 |
| Feb | 4,076 |
| Mar | 5,222 |
| Apr | 6,415 |
| May | 7,797 |
| Jun | 9,658 |
| Jul | 11,632 |
| Aug | 13,900 |
| Sep | 15,793 |
| Oct | 17,940 |
| Item | Value |
|---|---|
| Two-for-one drinks | 7,815 |
| Drink and food combo | 4,962 |
| Discount on a bottle | 3,128 |
| Free mixer with a double | 2,035 |
- Tiger's Milk 79.7%
- La Parada 20.3%
Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.
Related work
Stories that used the same services, or worked in the same sector.
-
Tiger's Milk
A branded venue web app for Tiger's Milk that greets guests on the Wi-Fi, puts the menu, events and bookings in their hand, and gives brands a front door.
-
DHL Stadium
A proposed media channel for DHL Stadium: brands reach spectators through stadium screens and a free Wi-Fi portal, with seat food ordering and competitions.
-
Pernod Ricard
In 2022 Pernod Ricard tested the venue network with Beefeater, Absolut, Ballantine's and Jameson: app placements, coasters, podiums and squeeze-back ads.
