Hospitality · Case study
Tiger's Milk: a welcome screen that pays.
A branded venue web app for Tiger's Milk that greets guests on the Wi-Fi, puts the menu, events and bookings in their hand, and gives brands a front door. It grew into a network across 16 Tiger's Milk and 9 La Parada restaurants, with 42 brand activations in 18 months.
- Venue guest Wi-Fi
- Mobile web app
- SMS and WhatsApp reminders
- In-venue screens
- Brand activations
- Guests connected at Tiger's Milk
- 125,000+
- Brand campaigns, first 8 months
- 22
- Brand activations in 18 months
- 42
- Restaurants on the network
- 16 + 9
Delivered by Brand Hailer, founded by David Loebenstein, with Life and Brand as shareholders. The figures on this page cover the whole platform, not one campaign.
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 7
The brief
Tiger's Milk needed a simple digital front door for guests in every venue: one place to see the menu, specials and events, book a table, and give partner brands a way to reward guests.
The audience was already in the room: guests at Tiger's Milk restaurant-bars who connect to the free Wi-Fi, from lunch crowds to match-day and quiz-night regulars. The brief was to turn that Wi-Fi log-in into a reason to stay, order and come back, and into a channel that drinks brands would pay to be part of.
Insight
Guests want the menu, the specials and the next game day in seconds. If that is the first thing they see, they come back to it, and a sponsor can sit right beside it.
- Client
- Life and Brand Group (Tiger's Milk, La Parada)
- Delivered by
- Brand Hailer
- Tiger's Milk launch
- 11 November 2021
- La Parada launch
- 1 June 2022, in 9 stores
- Network
- 16 Tiger's Milk and 9 La Parada restaurants
- Who could take part
- Guests aged 18 and over on the venue Wi-Fi
The idea
Welcome to the jungle.
Build a lightweight web app that opens straight from the venue Wi-Fi, on a network named for the brand: Tiger's Jungle. Guests register once, then land on a garden of tiles: menu, events, specials, rewards and playlists. A partner brand sponsors the frame and runs offers inside it, such as a quick question in exchange for a drink deal. Bookings and event reminders go out by SMS or WhatsApp, which keeps guests coming back.
- One front door: menu, specials, events and bookings
- Sponsored, not cluttered: one brand partner frames the app
- Reasons to return: game days, quiz nights, reminders
- First-party insight for brands, given honestly, for a reward
- Value for the guest on every visit
- One platform that brands can book across the group
Chapter 2 of 7
On screen, on the table, in the venue
The venue TVs carried the invitation: free Wi-Fi on Tiger's Jungle, with the menu, meal deals and drink specials one tap away. Screens above the bar and the kitchen pass kept the sponsor in view all night.
Four ways in
Every way in led to the same place: the guest Wi-Fi, and the web app that opens with it. Guests had to be on the venue Wi-Fi for the app and its codes to work.
The TVThe squeeze back invites the room onto Tiger's Jungle. 
The coasterSwitch to the Wi-Fi, then scan the code on the back. 
The Wi-FiJoin the network and the app opens by itself. 
The waiterStaff tell every table to connect and explore the Jungle.
The venue's own reasons to visit
Alongside the brand offers, the app carried Tiger's Milk's own specials and nights out.
Chapter 3 of 7
The guest's journey, table to till
From joining the Wi-Fi to a drink on the table, in three parts: join and look around, the deals portal, and a sponsor's own offer. All of it runs in the phone's browser, with no app to download.
1. Join and look around
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Join the free Wi-FiThe Welcome to Tiger's Jungle page opens straight from the venue Wi-Fi, and the web app follows.
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Register once with consentGuests register once, for VIP access to exclusive promos, event schedules and more.
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Browse the menu, specials and eventsMenu, specials, events and bookings live in one branded screen that loads from the Wi-Fi.
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Open the menuThe full menu, food and drinks, sits in the app as picture tiles: brekkie, burgers, pizza, steaks and more.
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Check the specialsSpecials are one tap away, from Pizza Choose-Day 2 for 1 on Tuesdays to the lager bucket deal, each with a Book my seat button.
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Book the next game day or quiz nightEach store has its own page: pick the guests, date and time, and the reminder and confirmation arrive by SMS or WhatsApp.
2. Answer, rub, redeem
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Open the deals portalOn the Wi-Fi, guests land on the portal: menu, drink specials, meal deals and a Win tile, with a brand offer across the top.
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Pick a drink dealDrink specials carry this month's brand deals, from a Beefeater double for a single to a Bernini 2 for R40.
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Answer below to redeemOne drop-down question about yourself and the brand unlocks the deal: here Beefeater asks which flavour you prefer.
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Rub the tileThe guest rubs the tile, a virtual scratch card, to reveal the reward: here an Aperol 2 for 1 at La Parada.
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Show the code to a managerA QR code and a congratulations appear; the manager scans it at the bar and the deal is redeemed.
3. When a sponsor takes the frame
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Answer a sponsor questionA partner brand sponsors the frame and runs offers inside it, such as a quick question in exchange for a drink deal.
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Answer savedA thank-you that says the answers stay between friends.
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Claim the dealA single brand partner frames the app and runs clear, rewarding offers.
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Show it to staffThe guest shares the reward screen with a waiter or barman, then returns to the garden for another deal when ready.
Chapter 4 of 7
The venue platform, part by part
Not a discount app: an experience app. The menu, events and bookings bring guests in; the brand offers pay for it; the staff make it work at the table.
Insight for reward62,000+
The model was simple: answer a question about yourself and the brand, and get something back. A short drop-down lifestyle question kept it fun, gave the brand honest first-party insight, and unlocked the reward: a discount, airtime, data, or access to an experience.
Tiger's Milk guests made 62,000+ insights and reward claims in the platform's first eight months.
Rub, reveal, redeem15 min
Once the question was answered, the guest rubbed a tile, a virtual scratch card, to reveal the reward, then called the manager to scan the code at the bar. Every discount needed its own redemption, because the brands looked at every insight, and a guest could redeem a favourite tile again every 15 minutes.
The menu in the guest's hand
The full Tiger's Milk menu, food and drinks, lived in the app as picture tiles, with the specials one tap away.
Bookings and reminders
Each store had its own page: pick the number of guests, a date and a time, and book a table, a ticket or a seat for game day. The date and venue reminder and the booking confirmation went out by SMS or WhatsApp.
Game days and quiz nights5 rounds
Events gave guests a reason to come back: game days to book a seat for, and a weekly quiz night, with rounds on general knowledge, travel, sport, movies and music.
Staff on board
Waiters and barmen were trained with a Brand Hailer manual: how the guest journey works, how every brand's redemption works, and what good looks like at the table. Monthly targets came with rewards for the staff, set by what the brands wanted to push.
- Know the specials by heart, and tell every table to connect
- Make yourself a user, so you know the journey
- Redeem a new tile for every special and every discount
- Tell guests about the fine print and anything out of stock
- Never push: no means no, and respect the guest's budget
- Be honest about every deal
Chapter 5 of 7
On the floor, in the restaurant
The platform lived in the room. The launch film follows a guest from the Tiger's Jungle sign-up to the rub tile, and the walkthrough, from the Coca-Cola campaign at Tiger's Milk, shows the brand on every surface, from the door to the kitchen pass.
Every surface a sponsor could take
In the Coca-Cola campaign, one brand took the restaurant: the way in, the floor, the kitchen pass and the screens in between.
Entrance podiumThe first thing a guest passes, at the door. 
Entrance brandingThe alternative: the brand on the mat underfoot. 
Kitchen screenA long screen above the pass, in view of every table. 
Pillar screen and hologramA wrap-around screen on a pillar, with a hologram fan above.
Chapter 6 of 7
Brand activations on the platform
42 brand activations in 18 months. For every campaign the team built the mobile mechanic, the animation and the design, signed off copy, fonts, pack shots and logos with each brand's agency before the campaign dates, wrote the insight questions, and reported the results afterwards.
HeinekenA question for a beer, verified at the bar. 
Flying FishA chance to win, and what guests thought of the seltzer. 
SavannaThe launch campaign: a Savanna on us. KlipdriftShort brand questions for a reward, February to June 2022. 
Jose CuervoRub, reveal and redeem a special. 
VuseAdult nicotine users surveyed where Vuse was sold. 18+; contains nicotine.
Brands on the platform included Heineken, Savanna, Beefeater, Absolut, Klipdrift, Bernini, Vuse, Johnnie Walker, Coca-Cola, Jose Cuervo, Stella Artois, Corona, Brutal Fruit, Budweiser, Castle, Flying Fish, Bacardi, Aperol, Peroni, Captain Morgan and Cointreau, among others.
One month of deals: June 2022
Deals changed every month with what the brands wanted to push. In June 2022 the app carried, among others:
Tiger's Milk5 deals
- Flying Fish Seltzers: buy 4 for R100, or 2 for R60
- Corona Extra bucket: buy 5, get 6, for R200
- Johnnie Walker Black: buy a single, get a double, for R41
- Beefeater Original: buy a single, get a double, for R27
- Tiger's Milk 500 ml x 2 with two Firewater shots on Fridays, for R100
La Parada5 deals
- Aperol Spritz: buy one, get one free, for R88
- Aperol tree for R450
- Stella Artois 500 ml: buy one, get one free, for R68
- Martell VSOP and Appletiser mix for R120
- Johnnie Walker Gold single and Appletiser mix for R70
Chapter 7 of 7
The results across Life and Brand
125,000+ guests connected. 22 brands in 8 months.
The platform launched at Tiger's Milk on 11 November 2021 and at La Parada on 1 June 2022. Across 16 Tiger's Milk and 9 La Parada restaurants it carried 42 brand activations in 18 months. These figures cover the whole platform, not one campaign; each brand's own results are on its case study.
Tiger's Milk, first 8 months
22
Brand campaigns
125,000+
Customers connected to the TIGERS JUNGLE network
62,000+
Insights and reward claims
La Parada, first 6 months
12
Brand campaigns
38,000+
Customers connected to the La Parada network
19,000+
Insights and reward claims
Across the group, 18 months
42
Brand activations
Over 18 months
16
Tiger's Milk restaurants
9
La Parada restaurants
The guest gets something back on every visit, the group learns who its guests are, and each brand sees who engaged with it. Read the campaign results for Heineken, Savanna, Klipdrift, Flying Fish, Jose Cuervo and Vuse.
Related work
Stories that used the same services, or worked in the same sector.
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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.
-
Budweiser
How Budweiser turned match-day venues at Tiger's Milk and La Parada into a connected fan experience: L-shaped screens, QR play, check-ins, streaks and rewards.
-
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.
