Drinks · Case study
Jose Cuervo: rub, reveal and redeem.
From February to April 2022 Jose Cuervo ran on the Tiger's Milk venue network. Guests on the free Wi-Fi found a Jose Cuervo special, answered one question and rubbed a tile to reveal a reward the store could redeem.
ResultsFigures as recorded in the post-campaign feedback, February to April 2022.
- Venue Wi-Fi portal
- Drinks specials
- Rub to reveal
- First-party insights
- Category sales tracking
- Insights and reward claims
- 2,000+
- Share of category sales, during
- 69.57%
- Share before the campaign
- 56.09%
- When
- Feb to Apr 2022
Run on Brand Hailer's venue Wi-Fi platform in the Tiger's Milk stores, February to April 2022.
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.
Chapter 1 of 9
The brief
Meet Tiger's Milk guests at the moment they choose a drink. Jose Cuervo ran on the venue's free Wi-Fi network, where every guest who signs in lands in a portal that brands can speak through directly.
Two Jose Cuervo Traditional offers ran on the network, each subject to availability while stocks lasted. A guest who answered one question earned a reward, revealed it with a rub tile and redeemed it at the table, and the brand's sales were tracked against its category before and during the campaign.
Asked “Why do you love Jose Cuervo?”, the top answer was “I love the taste”: 47.25% of answers.
- When
- February to April 2022
- Where
- 16 Tiger's Milk and 9 La Parada stores, all at the same time
- Package
- Tier 1: the top banner on the main navigation page and peak time on the screens
- Channel
- The Tiger's Jungle free Wi-Fi portal
- Platform
- Brand Hailer digital brand activation
- Offer
- Jose Cuervo Traditional, buy one shot and get one on us
- Who could take part
- Guests aged 18 and over
The idea
Rub tile to redeem.
A virtual scratch-and-win inside the venue's own Wi-Fi portal. One simple drop-down question gives the brand a first-party insight; the answer opens a rub tile; the rub reveals a reward that the store manager verifies on the spot.
- Reached guests on the venue's free Wi-Fi, in the store
- Swapped a reward for one answer: first-party insight
- Turned the answer into a drink at the table
- Tracked Jose Cuervo's share of its category's sales
Chapter 2 of 9
Tiger's Jungle, presented by Jose Cuervo
From March 2022 the venue's free Wi-Fi had a host. A podium at the Tiger's Milk door welcomed guests to Tiger's Jungle, presented by Jose Cuervo, with the Jose Cuervo Tradicional 2 for 1 and three steps to get it.
Three steps, printed at the door
- Switch over to the Tiger's Jungle Wi-Fi (free Wi-Fi).
- Scan the QR code with your phone's camera.
- Enter Tiger's Jungle for the menu and exclusive deals.
The same artwork carried through to the phone: the 2 for 1 tile in the Drinks Specials tab, the banner at the top of the Tequila list and the rub tile, so the offer a guest saw at the door was the one they claimed at the table.
Chapter 3 of 9
The guest's journey, start to finish
From signing in to the free Wi-Fi to a drink at the table: six steps, all on the guest's own phone.
Six steps
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Connect to the free Wi-FiA guest connects to the free TIGERS JUNGLE Wi-Fi with their name, number, email, age and gender, and ticks the POPIA and privacy terms.
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Land in the venue portalAfter sign-up the guest lands in the venue's portal, where brands can speak to them directly. Jose Cuervo's advert says it plainly: click to redeem.
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Find Jose CuervoThe guest taps the Jose Cuervo advert, or finds the offer in the Drinks Specials tab.
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Answer one questionA simple drop-down question gives Jose Cuervo a first-party insight.
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Rub to revealThe answer opens a rub tile, a virtual scratch-and-win, which reveals the reward.
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Redeem in storeThe guest taps Claim for a QR code and shows it to the store manager, who verifies the reward; the drink is redeemed at the table.
Chapter 4 of 9
What guests could win
Both offers on the campaign's artwork were Jose Cuervo Traditional, poured in the store. Rewards were verified by the store manager; subject to availability, while stocks lasted.
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In the Drinks Specials tab
A Jose Cuervo Traditional shot special, signposted from the portal's Drinks Specials tab.
-
The special
Jose Cuervo Traditional two for one, with lime.
-
For one answer
Answer the question, rub the tile and claim the reveal: a QR code the store manager verifies before the drink is redeemed.
Chapter 5 of 9
Every mechanic, in detail
Five pieces, one loop: sign in, find the offer, answer, reveal, redeem. Then the sales data shows what it did in the store.
Free Wi-Fi sign-in
Guests connect to the Tiger's Jungle free Wi-Fi. Signing in gives the platform their name, number, email, age and sex, and each guest ticks the required POPIA and privacy policy terms.
That sign-in is what makes the rest measurable: every answer, claim and redemption belongs to a known, opted-in guest.
The advert, the menu and the Drinks Specials tabTier 1
After sign-up the guest lands inside the venue's captive portal, where brands can engage this captive market directly. Jose Cuervo was there twice: as a brand advert that rewards guests for an insight, and as an offer in the Drinks Specials tab.
Jose Cuervo took the network's Tier 1 slot: the top banner on the main navigation page and peak time on the screens, with the top of the Tequila list in the digital menu and a banner that sends guests to the drinks specials.
One question2,000+
A simple drop-down question stands between the guest and the reward. More than 2,000 insights and reward claims came in over the campaign. The brief set six questions under the brand lines “Liberate your spirit” and “Refresh your horizons”; the first two are reported below:
- I am … (as I am, balanced, an extrovert, inquisitive, an introvert, a party animal)
- Why do you love Jose Cuervo? (it creates a party vibe, it liberates my spirit, I love the taste, the brand rocks)
- When do you drink Jose Cuervo? (daytime, after work, starting the night, late night)
- Which is my favourite long serve? (Cuervo and grapefruit, Cuervo and soda with lime, Cuervo and dry lemon, Cuervo margarita)
- What era were you born in? (the 70s, the 80s, the 90s, later, earlier)
- How do I prefer my Jose Cuervo? (in a cocktail or as a shot)
The rub tile
Answering sends the guest to a task: rub the tile, a virtual scratch-and-win. The rub reveals the reward, so the moment of play ends in a drink rather than a form.
Verified and redeemed in store2 for 1
The reward is verified by the store manager and the guest redeems it at the table. The campaign's special was Jose Cuervo Traditional two for one, subject to availability while stocks lasted.
Sales, tracked week by week69.57%
Jose Cuervo's sales were tracked against its category before and during the campaign, and week by week before, during and after it, with the specials claimed through the platform counted apart from other sales. During the campaign Jose Cuervo took 69.57% of its category's sales, up from 56.09% before.
What guests told Jose Cuervo
Chapter 7 of 9
The results
2,000+ claims. 69.57% of category sales.
Over three months, more than 2,000 insights and reward claims, and a bigger share of the category's sales in the Tiger's Milk stores.
February to April 2022
2,000+
Insights and reward claims
69.57%
Jose Cuervo share of category sales during the campaign
56.09% before the campaign
Jose Cuervo share of category sales
Across the Tiger's Milk stores
| Period | Share of category |
|---|---|
| Before the campaign | 56.09% |
| During the campaign | 69.57% |
The rest of the category: 43.91% before and 30.43% during the campaign.
Before the campaign Jose Cuervo made up 56.09% of its category's sales in the stores; during it, 69.57%. Every claim also came from a signed-in, opted-in guest, which left a remarketing opportunity for future campaigns.
Chapter 8 of 9
Who took part, and when
A little over half were women (53.22%), the biggest age groups were 22 to 25 (24.27%) and 26 to 30 (24.18%), and the weekend led: Saturday took 28.24% of engagement and Friday 25.08%.
Customer demographics
Gender
As guests chose it at sign-up
- Female 53.22%
- Male 42.43%
- Other 4.35%
Day and time of engagement
Day of the week
Share of engagement
| Day | Share of engagement |
|---|---|
| Sun | 12.74% |
| Mon | 3.88% |
| Tue | 6.8% |
| Wed | 9.34% |
| Thu | 13.92% |
| Fri | 25.08% |
| Sat | 28.24% |
Time of day
Share of engagement
| Time | Share of engagement |
|---|---|
| AM | 3.94% |
| Lunch | 6.89% |
| PM | 34.29% |
| 17:00 | 17.01% |
| 18:00 | 15.95% |
| 19:00 | 12.93% |
| 20:00 | 6.54% |
| 21:00 | 2.32% |
| 22:00 | 0.14% |
AM, Lunch and PM are the platform's own time bands, as recorded.
Chapter 9 of 9
Back for summer, December 2022 to January 2023
Jose Cuervo came back to the network for the summer holidays, now in the Tiger's Milk and La Parada stores. Guests answered three questions, and the Cuervo Margarita won the long-serve vote by a distance.
December 2022 to January 2023
Insights as recorded per store in the post-campaign feedback, December 2022 to January 2023.
Related work
Stories that used the same services, or worked in the same sector.
-
Heineken
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.
-
Flying Fish
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.
-
Carling Black Label
How Carling Black Label turned 30 FNB Varsity Cup matches into 12 weeks of play in 100 student venues: screens, predict the score and a rugby kicking game.
6 / 9Chapter 6 of 9
On social
The same bright Jose Cuervo look carried onto social: a post for International Margarita Day in two cuts, full-screen stories and the brand's own hashtags.
Stories
In the venue
The brand came off the screen and onto the floor: a SMEG fridge wrapped in the same Jose Cuervo artwork, Make it a Cuervo, at the venue.
Hashtags
As the brand uses them on its own Instagram.