Wetherspoon rolls out student campaign with Ogilvy Action
Wetherspoon is launching a campaign aimed at students with a ‘Wetherspoon Unlocked’ augmented reality app.
The campaign, run with Bacardi Brown-Forman Brands and Carlsberg UK, invites students to “unlock” unique food and drink offers hidden on POS sited within 280 participating Wetherspoon pubs, with a prize draw for one of a year's university fees (£9,000) paid by Carling.
The offers are represented by different brightly coloured geometric shapes on stickers and bar mats within bars, encouraging customers to find out more about the promotion, with messaging under the Wetherspoon logo such as ‘look closer’ and ‘guess what’s inside’.
The app will also allow consumers to tag videos and pictures of their Wetherspoon “Big Night Out” to objects within the bar which can then be accessed by their Facebook friendship groups on subsequent visits to the pub.
Jason Wall, director at Ogilvy Action, told Field Marketing: “Wetherspoon and Bacardi briefed us to increase student footfall to their outlets whilst positioning Wetherspoon as an ideal destination for a big night out. We know that this audience has a wide variety of options for socialising and that the best nights out are full of shared, spontaneous experiences.
“Creating talkability and providing genuine social added value were key elements that we needed to deliver within the campaign. Students tend to be early adopters so we also knew that we needed to harness the latest digital technology and allow for social media sharing. We believe we have built all of these elements into our Wetherspoon Unlocked campaign.”
Rebecca Payton, Wetherspoon's marketing director, said: “This is our most cutting edge campaign to date. It gives students a unique and interactive way to access food and drinks offers at our pubs and we are confident that it will be a great success.”