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Drinks · Proposal

Beefeater at Tiger's Milk: gin deals in the Jungle.

A 2021 sponsorship proposal that put Beefeater gin inside the Jungle Wi-Fi web app, trading drink and meal deals for quick answers about how guests drink it.

  • Venue Wi-Fi
  • Web app
  • Table QR codes
  • Venue screens
  • Customer profiling
Restaurants
25
Questions per guest
5
Ad-screen share
10%
Engagement
A Beefeater squeeze-back screen: the Beefeater glass offer around a window playing the Beefeater Spirit of London film.

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

The Beefeater Jungle screen on the Tiger's Milk web app: a Beefeater London header above a play button over a pink gin cocktail video.

A sponsorship proposal by Brand Hailer for Beefeater, November 2021. It sets out what would run; no results are on file.

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.

The brief

Reward Tiger's Milk guests for telling Beefeater about themselves, at the table, at the moment they order.

The Jungle is a web app on a data-free internal network in 16 Tiger's Milk and 9 La Parada restaurants around the country, all at the same time. Guests reach it by signing up to the Wi-Fi or scanning a branded QR code on the table, and waiters and the venue screens point them to it for specials, deals, chances to win and brand activations. Brands that sponsor it can reward guests at the point of consumption in return for first-party insights.

For Beefeater the question was simple: who drinks our gin, when, with what, and do they buy it for home? The answer had to come from guests in the restaurant, not from a panel.

An open and honest conversation between a brand and its drinkers works when both sides get something out of it.
Where
16 Tiger's Milk and 9 La Parada restaurants, countrywide, all at the same time
Who
Guests on the free Wi-Fi or the table QR code
Package
Tier 2 sponsorship of the Jungle, 30 days a month
Creative
November 2021
Ask
Five quick questions per guest
Reward
A drinks special or a meal deal, at the table

The idea

Beefeater tile: Answer below to redeem deal, with a bottle of Beefeater London gin among botanicals.

A deal for an answer.

Beefeater owns the gin category in the Jungle's menu. Guests answer five quick questions about how they drink it, rub a Beefeater tile to reveal their deal, and show a QR code to the waiter. Every answer goes into Beefeater's own first-party data; every deal is a gin poured at the table.

  • Build Beefeater's own first-party data
  • Convert new gin drinkers at the table
  • Lift sales at the point of consumption
  • Build loyalty, and brand love
  • Drive purchase for home
  • Keep Beefeater top of mind in the venue

On the screens and on the table

The venue's advertising screen carries the Beefeater offer, with a 10% share of the loop, 24 hours a day. Waiters and the screens send guests to the Jungle, where Beefeater has its own place in the menu.

A Beefeater squeeze back on a venue TV: the Beefeater London panel around a window playing the Beefeater Spirit of London film.
A Beefeater squeeze back on the venue TV, with the brand's own film in the window.
Beefeater advertising screen: a bottle of Beefeater London gin with the line Fresh new look, same iconic gin.
The advertising screen: Beefeater's 10% share, around the clock.

Ways in

Every route led to the same place: the Jungle, on the restaurant's own data-free network.

  • Tiger's Milk Welcome to the Jungle sign-up screen with name, email and phone number fields and a Connect button.
    The free Wi-FiSign up once and the Jungle opens.
  • Beefeater drinks special tile: a bottle of Beefeater London gin among botanicals, with the line Beefeater double for single deal.
    The drinks specialBeefeater's tile in the Jungle's drink specials.
  • Beefeater in-menu banner: Upgrade your shot. Buy a Beefeater shot and get one on us. Subject to availability, while stocks last.
    The in-menu bannerTop of the gin category in the menu.

The table QR code and the waiters were the other two ways in: both opened the same Jungle sign-up.

The creative set

Six pieces of Beefeater artwork, one for each moment in the Jungle.

  • Profiling lead tile: Answer below to redeem deal, with a bottle of Beefeater London gin.
  • Rub tile: Beefeater London, rub tile to redeem, beside a bottle of Beefeater gin.
  • Reveal tile: a Beefeater gin and tonic with a slice of orange, and a Claim button.
  • Drinks special tile: Beefeater double for single deal.
  • Meal deal tile: Beefeater cocktail and Rockstar burger deal, a burger, fries and a gin and tonic beside a bottle of Beefeater.
  • Beefeater Pink key art: a bottle of Beefeater London Pink beside a balloon glass of pink gin with strawberries.

The guest's journey, start to finish

From joining the Wi-Fi to a gin on the table and a quick rating on the way out: eight steps, all in the phone's browser, with no app to download.

Eight steps

  1. Join the Wi-Fi or scan the table QRGuests reach the Jungle by signing up to the Wi-Fi or scanning a branded QR code on the table. Tiger's Milk free Wi-Fi landing page: the Tiger's Milk Kitchen/Bar logo on a green leaf background above a white card reading Welcome to Tiger's Jungle!, connect to free Wi-Fi and gain VIP access to exclusive promos, event schedules and more, with the free TIGERS JUNGLE network and an Enter button.
  2. Register for the Beefeater VIP ClubGuests connect to the venue Wi-Fi through a captive portal and register. Welcome to Beefeater VIP Club registration screen with name, email and date-of-birth fields and a Create account button.
  3. Land on the Beefeater pageThey land on a Beefeater-branded page, and progressive profiling builds a picture of each guest over time. Beefeater landing page with tiles for the playlist, photo gallery, games, events and specials.
  4. Answer five questionsTo unlock the Beefeater drinks special, guests answer five questions with drop-down answers. Beefeater tile: Answer below to redeem deal, with a bottle of Beefeater London gin among botanicals.
  5. Rub the tile to reveal the dealGuests rub a Beefeater tile to reveal their deal, such as a double for the price of a single. Beefeater London tile: Rub tile to redeem, beside a bottle of Beefeater gin.
  6. Claim the dealThe revealed deal is claimed as a QR code. The revealed deal: a Beefeater gin and tonic with a slice of orange, and a Claim button.
  7. Show the QR code to the waiterGuests show the QR code to their waiter to claim the deal. Congratulations screen with a QR code to show a manager to redeem the prize. Below it, more of the venue app's tiles: menu, win, meal deals and more.
  8. Rate the visit in the exit surveyThe same platform runs the screen advertising and an exit survey. Exit survey screen asking guests to rate their experience, how often they visit and whether the staff were helpful, with a Submit button.
Tiger's Milk free Wi-Fi landing page: the Tiger's Milk Kitchen/Bar logo on a green leaf background above a white card reading Welcome to Tiger's Jungle!, connect to free Wi-Fi and gain VIP access to exclusive promos, event schedules and more, with the free TIGERS JUNGLE network and an Enter button.
Step 1 of 8

Every mechanic, in detail

Six parts, one platform: Brand Hailer's Wi-Fi system ran the sign-up, the profiling, the content, the screens and the reporting.

Five questions, with drop-down answers5

The Beefeater drinks special sits in the Jungle menu. To unlock it, guests answer five questions, each with a short list of answers to pick from, so it takes seconds at the table:

  1. What's your favourite Beefeater mix? (tonic, soda, cocktail, other)
  2. When is it Beefeater time? (lunch, sundowner, anytime)
  3. What do you eat when you have a Beefeater? (pizza, burger, Tex-Mex, salad)
  4. Why do you like Beefeater? (price, taste, brand, a mix of all)
  5. Do you buy Beefeater for home? (yes, no, I might)
Beefeater landing page in the Jungle with tiles for the playlist, photo gallery, games, events and specials.
Rub, reveal, claim

Guests rub a Beefeater tile to reveal their deal, such as a double for the price of a single, then claim it as a QR code and show it to their waiter. The tile does the work of a scratch card, and the QR code ties every deal poured to a guest who answered.

Congratulations screen with a QR code to show a manager to redeem the prize. Below it, more of the venue app's tiles: menu, win, meal deals and more.
Owning the gin category in the menu

Guests open the Jungle's menu, choose a category and, in gin, find Beefeater's banner at the top. Tier 2 lets a brand activate inside the menu and own its category, and gives it the same data and insights as Tier 1.

The meal deal

A Beefeater cocktail and Rockstar burger meal deal runs from the Jungle's meal deals page, with its terms and the detail of the deal one tap away.

Beefeater cocktail and Rockstar burger deal: a burger, fries and a gin and tonic beside a bottle of Beefeater.
The advertising screen10%

Beefeater takes a 10% share of the venue's advertising screen, 24/7. The platform behind it runs an all-hours strip banner and, off peak, loops of brand adverts; the running banner on the TVs and the split-screen ads beside the live channel are Tier 1 rights.

The exit survey and the reporting

On the way out, guests rate their visit, say how often they come and whether the staff were helpful. Behind it, the platform reports in real time: Wi-Fi analytics, guest profiles, anonymous and session data, a web dashboard and detailed reports, with data exports tracked to comply with POPI and GDPR.

Exit survey screen asking guests to rate their experience, how often they visit and whether the staff were helpful, with a Submit button.

What we proposed

A Tier 2 sponsorship of the Jungle: Beefeater's own category, deals and questions every day of the month, with the same data and insights as the top tier.

What Beefeater gets (Tier 2)

  • Tier 2 rights for all 30 days of the month
  • The gin category in the menu, with an in-menu banner
  • A drinks special and a meal deal
  • Five profiling questions, with the answers as first-party data
  • A 10% share of the advertising screen, 24/7
  • The same data and insights as Tier 1

What Tier 1 adds

  • The landing-page banner and call to action, and a call to action on every page
  • A running ad on the TV screens at all times, and split-screen ads beside the live channel
  • 35% of the advertising screen, against 10%
  • QR-code coasters, and half of the podium advertising
  • Tier 1 rights for 15 days a month, Tier 2 for the other 15

The proposal set no targets. Once the sponsorship reports, these are the measures it will show.

Beefeater in the Jungle dashboard

What it will report

30 days · sample

Example dashboard Mostly sample data, not campaign results. This was a proposal, so there are no results. The five questions per guest and 10% screen share are the proposal's own terms, and the 25 restaurants are the network's 16 Tiger's Milk and 9 La Parada, from the case study. Those figures are tagged From the case study; everything tagged Sample is made up to show how the dashboard works, and is replaced by real figures once they are reported.

  • Sample

    2,964

    Guests signed up

  • Sample

    9,365

    Questions answered

  • Sample

    1,412

    Deals claimed

  • Sample

    638

    Exit survey responses

Sign-ups

  • Sample

    2,964

    Guests signed up

    Guests who registered for the Beefeater VIP Club on the Wi-Fi or the table QR code

  • Network

    25

    Restaurants

    16 Tiger's Milk and 9 La Parada, all at the same time

Guests signed up, week by week (running total)
Sign-ups by way in

Profiling

  • Sample

    9,365

    Questions answered

    Answers to the five drop-down questions: 1,873 guests answered all five

  • From the case study

    5

    Questions per guest

    Asked before the Beefeater drinks special unlocks

What's your favourite Beefeater mix?
  • Tonic 58%
  • Cocktail 21%
  • Soda 14%
  • Other 7%
When is it Beefeater time?
Do you buy Beefeater for home?
  • Yes 34%
  • No 41%
  • I might 25%

Deals and the exit survey

  • Sample

    1,412

    Deals claimed

    Revealed deals shown to the waiter as a QR code and poured at the table

  • Sample

    638

    Exit survey responses

    Guests who rated their visit on the way out

  • From the case study

    10%

    Ad-screen share

    Beefeater's share of the venue advertising screen, 24/7

Deals claimed, by deal
Claim rate

of guests who answered all five questions claimed a deal

Exit survey responses a week

Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.

What else the platform can add

The same Wi-Fi platform can carry events, promotions and competitions alongside the deals. The options it offered Beefeater:

  • Score predictors with prizes or product
  • Lucky draws
  • Digital scratch cards and spin-and-wins
  • Share to social media, and win
  • Branded playlists to download
  • Retargeting the guests who took part
  • Vouchers that drive guests to a local liquor store
  • Calls to action on the venue's social media

Excite. Engage. Convert.

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