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Drinks · Case study

Heineken at Tiger's Milk: live rewards.

How Heineken used Tiger's Milk guest Wi-Fi and a venue web app to swap a quick insight question for a reward, verified by store managers at the bar.

  • Venue guest Wi-Fi
  • Mobile web app
  • In-venue screens
  • Drinks specials menu
  • Scratch and win
  • Dec 2021 to Jan 2022
Restaurants
25
Draught share in the run
11.10%
Draught share after it
11.47%
Offer friends a Heineken
80.00%
A venue TV with the real Heineken L-shape: the Celebrate with Heineken advert plays in the window beside two Heineken glasses, above the line Go to Tiger's Jungle Wifi to WIN BIG with Heineken, an 18+ notice and a QR code card that says Scan to take part.

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

The Tiger's Milk web app taken over by Heineken: a Buy two Heineken's and stand a chance to win big banner, and tiles for the menu, playlist, photo gallery, games, events and specials.

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

Heineken wanted to reach Tiger's Milk guests at the moment they order, win the next round over competing draught brands, and learn something about the people drinking it.

Audience

Adult guests (18+) at Tiger's Milk restaurant-bars, many of them in their twenties and thirties, connecting to free venue Wi-Fi.

Insight

Guests already reach for their phones to get onto the venue Wi-Fi. That login is a natural, welcome moment to put a brand offer in their hand.

Turn the venue's free Wi-Fi into a branded doorway. Guests sign in once with consent, land on a Tiger's Milk page brought to them by Heineken, answer one short question and scratch a virtual tile to reveal a Heineken deal that staff honour at the bar. The brand gets a captive, opted-in audience in the venue and a stream of first-party answers; the venue gets a richer guest experience at no cost to the guest.

The run
6 December 2021 to 23 January 2022
Where
16 Tiger's Milk and 9 La Parada restaurants
Package
Tier 1: the top banner on the main navigation page and peak time on the screens
Length
7 weeks
Network
TIGERS JUNGLE free Wi-Fi and web app
Who could take part
Guests aged 18 and over
Driven by
Venue TVs, table coasters and waiters
Brought to you by
Heineken, on every page of the app

The idea

Heineken banner from the Tiger's Jungle app: two glasses of Heineken and the line Buy a Heineken draft and get 350ml beer on us, with a click to redeem button and an 18+ notice.

Excite. Engage. Convert.

An in-store mobile activation tool and live screen advertising in one: a Heineken call to action on every TV, a Tiger's Jungle web app “brought to you by Heineken”, and a first-party data and conversion mechanic that rewards guests where they drink.

  • Build first-party data on Heineken drinkers
  • Convert new customers at the point of purchase
  • Amplify draught sales in the venue
  • Promote customer loyalty
  • Drive guests on to off-premise retail
  • Keep Heineken top of mind

On the venue TVs

Heineken owned the screens in every Tiger's Milk: an L-shape around the picture with the Celebrate with Heineken advert, and a scroller along the bottom telling guests where to go: Tiger's Jungle, on their phone, for a free beer.

The Heineken L-shape on a venue TV: the Celebrate with Heineken advert in the window beside two Heineken glasses, and the line Go to Tiger's Jungle Wifi to WIN BIG with Heineken.
The L-shape, then the full advert over the bottom scroller. This page's code sits on the Scan to take part card.
The L-shape's side panel: the Heineken star and logo above Celebrate with Heineken, stand to win a Mercedes-Benz AMG, Harley-Davidson or a trip around the world plus a share of R2,000,000 in prizes.
The side panel: Heineken's national prize promotion.

The plan for every hour

  • Split-screen advertising every 15 minutes, during live sport, so the call to action lands while the room is watching.
  • A permanent bottom scroller at all hours, changing colour every 60 seconds.
  • Heineken advert loops off peak, when there is no live sport on.
  • One message: go to Tiger's Jungle on your mobile and get a free beer on us when you order a Heineken draught.

Four ways in

Waiters and the screens sent guests to the app. Every route ended at the same place: the free TIGERS JUNGLE Wi-Fi, and Tiger's Jungle brought to you by Heineken.

  • The TVThe L-shape and the scroller.
  • The bottom scroller: Go to Tiger's Jungle on your mobile to get a free beer on us when you order a Heineken draught.
    The scrollerAlong the bottom of the screen, all day.
  • Heineken table coaster with two glasses of Heineken, ringed by the line: scan QR code on back of coaster after switching to Tiger's Jungle Wifi for the menu, meal deals, drink specials and more.
    Table coastersSwitch to the Wi-Fi, scan the back.
  • Tiger's Milk and Heineken screen: Free Wi-Fi, connect to the TIGERS JUNGLE network for VIP access to exclusive promos, event schedules and more, with a Connect button.
    The Wi-Fi sign-inConnect, and the app opens.

The creative, page by page

Every page of the app carried Heineken: the home banner, the offer banners, and the tiles that walk a guest from question to claim.

  • Home banner: the Tiger's Milk logo and Home button beside the Heineken star, a glass and a bottle.
  • Offer banner: Buy a Heineken draft and get 350ml beer on us.
  • Question tile: two glasses of Heineken and the line Answer below to redeem deal.
  • Scratch tile: Rub tile to claim your 350ml beer, while stocks last.
  • Reward tile: two glasses of Heineken with a Claim button.
  • Heineken coaster with the Heineken logo and two glasses.
  • Heineken coaster with a bottle and a glass of Heineken.

The guest's journey, from Wi-Fi to the bar

Two parts, all in the phone's browser on the venue's own free network, with no app to download and no data used: first the guest joins and finds Heineken on every page, then answers, scratches and redeems.

1. Join and find Heineken

  1. Connect to the free venue Wi-FiConnecting to the TIGERS JUNGLE free Wi-Fi is the first step. Tiger's Milk and Heineken screen: Free Wi-Fi, connect to the TIGERS JUNGLE network for VIP access to exclusive promos, event schedules and more, with a Connect button.
  2. Sign up and accept the POPIA and privacy termsThe platform gathers each guest's name, number, email, age and sex, with the POPIA and privacy-policy terms ticked before the guest goes any further. Sign-up form with phone number, email, name and date of birth, and a ticked box agreeing to the Terms and Conditions and Privacy Policy, above a Connect button.
  3. Enter Tiger's JungleA welcome screen, brought to you by Heineken, opens the venue's pages. Welcome to Tiger's Jungle, brought to you by Heineken, with an Enter button.
  4. Land on the Heineken-branded venue pageThe Wi-Fi sign-in and landing page carry Heineken branding, so every connection starts with the brand. The Tiger's Milk web app taken over by Heineken: a Buy two Heineken's and stand a chance to win big banner, and tiles for the menu, playlist, photo gallery, games, events and specials.
  5. Browse the venue's pages and open the drinks menuEvery page in Tiger's Jungle carries the Heineken banner. The drinks menu opens on picture tiles, and the Beers category carries Heineken's in-menu banner. Tiger's Jungle drinks menu: illustrated tiles for white wine, red wine, rose wine, beers, ciders and hard seltzer, cool drinks, white spirits and brown spirits.
  6. Pick the Heineken meal dealMeal deals pair a Heineken 300 ml draught with a Darling pizza for R176. Meal deal screen: a Heineken draught and bottle beside a pizza, Heineken Draught With Your Darling Pizza Meal Deal, Heineken 300 ml draft and Darling pizza for R176, alcohol not for persons under the age of 18.
Tiger's Milk and Heineken screen: Free Wi-Fi, connect to the TIGERS JUNGLE network for VIP access to exclusive promos, event schedules and more, with a Connect button.
Step 1 of 7

2. Answer, scratch, redeem

  1. Answer one quick questionOne simple drop-down question unlocks a reward, so guests share insight willingly and quickly. Answer below to redeem deal: a drop-down with Burger, Pizza, Steak, Chicken and Other.
  2. See your answer confirmedA success screen confirms the answer. Heineken success screen: we will keep your answers between friends, with an OK button.
  3. Scratch the tile to reveal a Heineken rewardA virtual scratch card reveals the deal. A silver scratch tile half rubbed away, revealing A Heineken draught on us.
  4. Claim the dealThe revealed deal comes with a Claim button. Revealed reward, A Heineken draught on us, with a Claim button. With a QR code to show at the bar (an example code).
  5. Show the reward to staff and enjoy the drinkStore managers verify the reward, which keeps redemptions honest. Heineken screen: share with waiter or barman to redeem your prize, with a Return to garden button. With a QR code to show at the bar (an example code).
Answer below to redeem deal: a drop-down with Burger, Pizza, Steak, Chicken and Other.
Step 1 of 5

What the sign-up captures

Connecting to the TIGERS JUNGLE free Wi-Fi is the first step: through it the platform gathers each guest's name, number, email, age and sex, with the POPIA and privacy-policy terms ticked before the guest goes any further. Every question answered after that sits against a known, consenting guest.

A question, a scratch, a beer

The reward was instant and physical: answer, rub the tile, claim, and show the screen at the bar. Behind it, the app's WIN tile led to Heineken's national Celebrate with Heineken prize draw.

  • Question tile: Answer below to redeem deal, subject to availability, while stocks last.
    1. AnswerOne drop-down question.
  • Scratch tile: a glass of Heineken and the line Rub tile to claim your 350ml beer.
    2. Rub the tileA virtual scratch card.
  • Revealed tile: two glasses of Heineken with a Claim button.
    3. ClaimThe deal is revealed.
  • Heineken screen: share with waiter or barman to redeem your prize. With a QR code to show at the bar (an example code).
    4. Show the staffVerified by the store manager.

What guests could win

  1. Instant, at the bar A beer on us

    Answer the question and scratch the tile: “A Heineken draught on us!” The creative offered a 350 ml beer on the house with a Heineken draught, while stocks lasted.

  2. The national draw R2 million

    Celebrate with Heineken: stand to win a Mercedes-Benz AMG, a Harley-Davidson or a trip around the world, plus a share of R2,000,000 in prizes.

    Heineken's promotion ran from 15 November to 31 December 2021; the app's WIN tile and the TV side panel led to it.

  3. How to enter Buy two

    The landing banner said it plainly: “Buy two Heineken's and stand a chance to win big!”

Every mechanic, in detail

Six parts worked together: own the login, ask one question, brand every page, sit inside the menu, reward at the bar, and pair the beer with food.

Own the login25 stores

The Wi-Fi sign-in and landing page carry Heineken branding, so every connection starts with the brand. Guests switch to the TIGERS JUNGLE free Wi-Fi in any of the 16 Tiger's Milk and 9 La Parada restaurants, sign up once with consent, and land on the venue's captive portal, where brands can speak directly to the people in the room.

By clicking on the brand advert, guests get rewarded for their insights.

Welcome to Tiger's Jungle, brought to you by Heineken, with an Enter button.
Value for a question

One simple drop-down question unlocks a reward, so guests share insight willingly and quickly. The answers became Heineken's first-party data, asked at the point of consumption. Three questions ran:

  1. Do you usually order Heineken when you are out?
  2. What meal would you have with a Heineken?
  3. Do you offer your friends a Heineken?

The answers are in the audience chapter below.

Answer below to redeem deal: a drop-down with Burger, Pizza, Steak, Chicken and Other.
A banner on every page

Every page in Tiger's Jungle carries the Heineken banner: the menu, the drink specials, the meal deals and the win page, as well as the venue's playlist, gallery, games and events. Wherever a guest goes in the app, Heineken is at the top of the screen.

Tiger's Jungle drinks menu: illustrated tiles for white wine, red wine, rose wine, beers, ciders and hard seltzer, cool drinks, white spirits and brown spirits.
Inside the menu and the drinks specials

The same offer sat where guests choose their drink: in the Drinks Specials tab, and as a banner at the top of the beer category of the menu, with a click to redeem button that opened the question.

In-menu beer category banner: Buy a Heineken draft and get 350ml beer on us, click to redeem.
Scratch, claim, verified at the bar

When the question is answered, the guest is directed to rub a tile to create a virtual scratch and win. That reveals the reward, which the guest claims and shows to the waiter or barman. Store managers verify every reward, which keeps redemptions honest.

A silver scratch tile half rubbed away, revealing A Heineken draught on us.
A meal deal with a HeinekenR176

The meal deals page paired the beer with the food guests told Heineken they wanted with it: a Heineken 300 ml draught and a Darling pizza for R176, subject to stock availability. Pizza was the second most popular answer to “What meal would you have with a Heineken?”

A Heineken draught and a bottle of Heineken beside a pizza topped with avocado, on a wooden table.

In the venue, on every table

Waiters and the screens encouraged guests to open the app, and Heineken coasters on the tables told them how: switch to the Tiger's Jungle Wi-Fi, then scan the code on the back for the menu, meal deals and drink specials.

Heineken coaster: the Heineken logo above two glasses, ringed by the scan instructions.
The coaster, glasses.
Heineken coaster: two full glasses of Heineken, ringed by the scan instructions.
The coaster, a pint.
Heineken coaster: a bottle and a glass of Heineken, ringed by the scan instructions.
The coaster, bottle and glass.
Heineken screen: share with waiter or barman to redeem your prize. With a QR code to show at the bar (an example code).
At the bar: show the staff.

Where it ran

16 Tiger's Milk and 9 La Parada restaurants on the TIGERS JUNGLE free Wi-Fi network, all at the same time, from 6 December 2021 to 23 January 2022, among them Bedfordview, Bryanston, Cedar Square, Melrose Arch, Blouberg, Camps Bay, Century City, Claremont, Durbanville, Kloof Street, Muizenberg and Stellenbosch.

The results

9.22% before. 11.10% during. 11.47% after.

Heineken's share of average daily draught beer sales at Tiger's Milk, 6 December 2021 to 23 January 2022, and it held after the run ended.

Category sales data: draught beer

Heineken share of draught beer category sales

Average sales per day

Day and time of engagement

  • 60.42%

    Of engagements from Thursday to Sunday

  • 91.68%

    Of engagements happened before 19h00

Engagement by day of the week

Thursday to Sunday: 60.42% of engagements.

Engagement by time of day

What the results show

Heineken's share of average daily sales in the draught beer category was 9.22% before the campaign, 11.10% while it ran and 11.47% after it ended. Most participants were between 26 and 40 (52.35%), most engagement came from Thursday to Sunday (60.42%) and before 19h00 (91.68%), and 80.00% of respondents said they offer their friends a Heineken.

Celebrate with Heineken at Tiger's Milk and La Parada

One of Hello Brand's real results in action.

Heineken's national “Celebrate with Heineken” prize promotion ran on the screens and the mobile web app across the Life and Brand Group's Tiger's Milk and La Parada restaurants. On-screen calls to action during peak sports viewing sent guests to the mobile mechanic: buy two Heinekens and stand a chance to win.

Consistent, high-quality on-screen calls to action increased consumer conversion, engaged the mobile mechanic's customers and helped Heineken meet its marketing objectives. The national campaign went on to earn industry recognition.

18,500+

Unique consumer engagements

A Celebrate with Heineken screen in a restaurant, with a QR code and the prize line, and a guest's phone showing the Tiger's Milk web app with the offer: buy two Heinekens and stand a chance to win big.

Who took part, and what they told Heineken

Half the participants were 26 to 40, two in three usually order Heineken when they are out, and four in five offer their friends one. Burger was the meal they would have with it.

Customer demographics

  • 31.13%

    Of participants aged 18 to 25

  • 52.35%

    Of participants aged 26 to 40

  • 59.29%

    Male respondents

Age

Gender

  • Male 59.29%
  • Other 25.14%
  • Female 15.57%

First-party data

Do you usually order Heineken when you are out?

  • Yes 67.48%
  • Sometimes 23.04%
  • Seldom 9.49%

Shares add up to 100.01% as stated.

Do you offer your friends a Heineken?

  • Yes 80.00%
  • I should 20.00%

What meal would you have with a Heineken?

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