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Drinks · Case study

Flying Fish Seltzer at Tiger's Milk: rewards for insight.

How Flying Fish Seltzer used the Tiger's Milk guest Wi-Fi platform in 2022 to give adult guests a chance to win and ask what they thought of the drink.

  • Venue guest Wi-Fi
  • Mobile web app
  • Scratch-to-reveal rewards
  • Category sales tracking
Share of cider sales
27.76%
Respondents
700+
On the weekend
60.5%
Average age (years)
27½
A Flying Fish Seltzer squeeze-back screen around a window playing the What The Flying Fish TV advert, with an 18+ mark.

QR code that opens this Flying Fish case study on hellobrand.co.za.

The Tiger's Milk web app home screen with a Flying Fish Seltzer banner: stand a chance to win Flying Fish Seltzer for a year. With a Flying Fish banner along the bottom.

Delivered by Brand Hailer, founded by David Loebenstein, with Life and Brand as shareholders.

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

Introduce Flying Fish Seltzer to adult guests at Tiger's Milk, find out how they understood the new drink, and track its share of cider category sales before and during the campaign.

A new drink needs more than shelf space: guests have to know what it is and have a reason to order one. Tiger's Milk guests already connected to the free TIGERS JUNGLE Wi-Fi, which put a branded web app in their hands at the table. Flying Fish used it to reach them in the venue, reward them for a quick answer, and push a deal they could order straight away.

Client
Flying Fish (SAB)
Venue
16 Tiger's Milk and 9 La Parada restaurants, all at the same time
Package
Tier 1: the top banner on the main navigation page and peak time on the screens
Channel
Free guest Wi-Fi and the venue web app
Feedback
July 2022
Category
Cider: 15 ciders tracked at the bar
Who could play
Adult guests, 18 and over

The idea

Flying Fish Seltzer lead banner: buy any 2 FFS for R60, buy a bucket of 4 FFS for R100, FFS! Stand a chance to win Flying Fish Seltzer for a year! Head to meal deal to redeem offer. 18+.

FFS! Stand a chance to win Flying Fish Seltzer for a year.

One playful line carried the whole campaign, with its own sign-off: “FFS! is Flying Fish Seltzer of course.” Every guest who answered a question was entered into the draw, and two bar deals gave them a reason to order now: any 2 for R60, or a bucket of 4 for R100.

  • Introduce a new drink to adult guests in the venue
  • Learn how guests understood what Flying Fish Seltzer is
  • Reward insight with a chance to win
  • Turn attention into orders at the bar
  • Track its share of cider sales, before and during

On screen, in the venue

The brand's own advert ran on the venue TVs, framed by a Flying Fish squeeze back or carried with a bottom scroller that pointed guests to the chance to win.

A Flying Fish Seltzer squeeze back in the brand's green around a window playing the What The Flying Fish advert, with an 18+ mark.
The L-shaped squeeze back, with the advert in its window.
The What The Flying Fish advert with a bottom scroller: enjoy responsibly, not for persons under the age of 18, and stand a chance to win Flying Fish Seltzer.
The bottom scroller: stand a chance to win Flying Fish Seltzer.

Four ways in

The TV caught the eye; the web app on every guest's phone did the rest. The campaign's banners sat on the app guests were already using for the menu and specials.

  • The venue TV with the Flying Fish Seltzer squeeze back: the brand's green L-shape around the advert.
    Venue TV: squeeze backThe green L-shape around the advert.
  • The venue TV with the Flying Fish Seltzer advert full screen and a bottom scroller: buy any 2 Flying Fish Seltzers, enjoy responsibly, 18+.
    Venue TV: bottom scrollerThe advert full screen, with the offer running below.
  • Home banner beside the Tiger's Milk home button: FFS! Stand a chance to win Flying Fish Seltzer for a year! Why wait? 18+.
    Home bannerAt the top of every page in the app.
  • Lead banner with the R60 and R100 deals and the chance to win Flying Fish Seltzer for a year.
    Lead bannerOn selected pages, linking to the offer.
  • Meal-deal tile: get a bucket of 4 Flying Fish Seltzers for R100. 18+.
    Meal dealsThe bar offers, ready to redeem.

The guest's journey, table to bar

From connecting to the free Wi-Fi to a reward at the bar: seven steps, all in the phone's browser, with no app to download.

Seven steps

  1. Join the free Wi-FiGuests join the free TIGERS JUNGLE Wi-Fi and the Tiger's Milk Welcome to Tiger's Jungle page opens. 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. Sign up onceGuests sign up once and tick the POPIA and privacy terms. Tiger's Milk sign-up screen on Tiger's Jungle Wi-Fi: phone number, email, name and date of birth fields, gender tick boxes, a ticked POPIA terms and privacy consent and a green Connect button.
  3. A chance to win for a yearA Flying Fish Seltzer banner on the venue web app offered guests the chance to win Flying Fish Seltzer for a year. The Tiger's Milk web app with a Flying Fish Seltzer banner, stand a chance to win Flying Fish Seltzer for a year, above the menu, drink specials, meal deals, win, events and gallery tiles. With a Flying Fish banner along the bottom.
  4. Answer below to redeemGuests answered short drop-down questions about the drink: whether it is the perfect drink, but better, and what they think Flying Fish Seltzer is. The Flying Fish Seltzer offer tile, FFS! Answer below to redeem deal, above the question: is Flying Fish Seltzer the perfect drink, but better? with an answer list and a submit button. Below it, more of the venue app's tiles: menu, win, meal deals and more.
  5. Rub the tileEach answer unlocked a virtual scratch tile. The Flying Fish Seltzer rub tile: rub tile to redeem. Below it, the Tiger's Milk tiles: menu, win, meal deals, drink specials, events and gallery.
  6. Claim at the barThe reward is revealed, and store managers verified it at the bar. The reveal tile: you've been entered into the draw to win Flying Fish Seltzer for the year, with a note to show the screen at the bar and a QR code for the staff to scan to redeem.
  7. Meal-deal offersThe app also carried the campaign's offers: buy any 2 Flying Fish Seltzers for R60, or a bucket of 4 for R100. Flying Fish Seltzer offers: buy any 2 FFS for R60, buy a bucket of 4 FFS for R100, and a button to head to the meal deal to redeem. Below it, more of the venue app's tiles: menu, win, meal deals and more.
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 7

Answer, rub, reveal: what guests could win

A virtual scratch card, earned with one answer, and every reward checked by the store manager before it was handed over.

  • The offer page: FFS! Answer below to redeem deal, with the question is Flying Fish Seltzer the perfect drink, but better? Below it, more of the venue app's tiles: menu, win, meal deals and more.
    1. AnswerOne question, picked at random.
  • The rub tile: Flying Fish Seltzer cans and the line rub tile to redeem. Below it, the Tiger's Milk tiles: menu, win, meal deals, drink specials, events and gallery.
    2. RubScratch the tile on screen.
  • The reveal tile: you have been entered into the draw to win Flying Fish Seltzer for the year, with a QR code for the staff to scan to redeem.
    3. RevealInto the draw, shown at the bar.
  • The meal-deal page: buy any 2 Flying Fish Seltzers for R60 or a bucket of 4 for R100, with a button to redeem. Below it, more of the venue app's tiles: menu, win, meal deals and more.
    4. OrderThe deals, one tap away.

The prize and the deals

  1. The draw Reveal tile: you've been entered into the draw to win FFS for the year, above Flying Fish Seltzer cans. Flying Fish for a year

    Every guest who answered and rubbed the tile was entered into the draw to win Flying Fish Seltzer for a year.

  2. At the bar Two cans of Flying Fish Seltzer, apple and raspberry, 300 ml, 5.0% alcohol, spirit cooler. Any 2 for R60

    Buy any two Flying Fish Seltzers for R60, redeemed through the app's meal deals.

  3. To share Get a bucket of 4 Flying Fish Seltzers for R100. A bucket of 4 for R100

    Four Flying Fish Seltzers in a bucket for the table, for R100.

The approved creative

  • Offer tile: FFS! Answer below to redeem deal, with four Flying Fish Seltzer cans. 18+.
  • Rub tile: rub tile to redeem, beside apple and raspberry Flying Fish Seltzer cans. 18+.
  • Reveal tile: you've been entered into the draw to win FFS for the year.
  • Meal-deal tile: get a bucket of 4 FFS for R100. FFS! is Flying Fish Seltzer of course.
  • Key art: new Flying Fish Seltzer, apple and raspberry cans on the brand's green and yellow.

Every mechanic, in detail

Five working parts: the Wi-Fi log-in, the banners, the question, the scratch-and-win, and the sales tracking behind it.

Own the log-in

Guests connected to the free TIGERS JUNGLE Wi-Fi. Signing up once gave the platform a real profile (name, number, email, age and sex), with the POPIA and privacy terms ticked, and landed the guest on the venue's captive portal, where brands could talk directly to the people in the room.

Tiger's Milk sign-up screen on Tiger's Jungle Wi-Fi: phone number, email, name and date of birth fields, gender tick boxes, a ticked POPIA terms and privacy consent and a green Connect button.
Banners in the app

Two placements, both approved before launch. A home banner sat at the top of every page in the app; a lead banner ran at the top of selected pages and linked straight to the offer page. Tapping the brand's advert was how a guest started earning a reward.

The Tiger's Milk web app with the Flying Fish Seltzer banner at the top, above the menu, drink specials, meal deals, win, events and gallery tiles. With a Flying Fish banner along the bottom.
Value for a question700+

To redeem, a guest answered one multiple-choice question, shown at random from the brand's question bank. More than 700 guests answered. The questions profiled the drinker as well as the drink:

  1. When are you most likely to drink Flying Fish?
  2. What are your interests?
  3. Is Flying Fish the perfect drink, but better?
  4. What would you eat with a Flying Fish?
  5. Do you follow Flying Fish on social media?
  6. Which social media platform do you prefer?
  7. Which kind of alcohol do you drink most?
  8. What is your favourite sport?
  9. What music are you into at the moment?
  10. Bottle, glass or can?

The answers to three of them are in the audience chapter below.

Rub, reveal, verify

The answer opened a rub tile: a virtual scratch card. The reveal tile entered the guest into the draw, and the screen was shown at the bar, where the store manager verified the reward before it was handed over.

The Flying Fish Seltzer rub tile: rub tile to redeem. Below it, the Tiger's Milk tiles: menu, win, meal deals, drink specials, events and gallery.
Category sales tracking27.76%

Sales data from the stores measured Flying Fish against the whole cider category at the bar, 15 ciders in all, as an average per day before the campaign and during it, store by store and day by day across the Tiger's Milk stores measured. Flying Fish went from 0.81% of cider sales before the campaign to 27.76% during it.

The results

From 0.81% to 27.76% of cider sales.

Post-campaign feedback, Flying Fish at Tiger's Milk, July 2022. Guests took part most on Fridays and Saturdays, and in the afternoon.

Category sales data: cider

Flying Fish share of cider category sales

Average per day, across the Tiger's Milk stores measured

Measured against the whole cider category at the bar (15 ciders, Flying Fish included). The rest of the category: 99.19% before and 72.24% during the campaign.

Engagement

  • 60.5%

    Of engagements happened over the weekend (Friday to Sunday)

  • 700+

    Respondents to the first-party questions

Engagement by day of the week

Engagement by time of day

The afternoon (41.14%) was the busiest time to take part.

Who took part, and what they said

An even spread of adult ages around an average of 27, and about half of them women. Every respondent called it the perfect drink, but better, and two in three described it correctly.

Customer demographics

An even spread of adult ages, with the average guest aged 27.

  • 27 years 6 months

    Average age

  • 58.78%

    Of participants opted for female or other options

Age

Gender

  • Female 50.30%
  • Male 41.21%
  • Other 8.48%

Shares add up to 99.99% as stated.

First-party data (700+ respondents)

Is Flying Fish Seltzer the perfect drink, but better?

100%

Answered yes.

What is Flying Fish Seltzer?

  • Sparkling water and alcohol with a dash of fruit juice 68.67%
  • A flavoured beer 19.28%
  • A cider with fruit juice 12.05%

Two in three guests described the product correctly.

When is the best time to drink Flying Fish Seltzer?

  • Anytime 83.33%
  • Never 16.67%

FFS! is Flying Fish Seltzer of course.

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