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Drinks · Proposal

Truth Nightclub x MXD: a membership platform.

A proposed membership web app for Truth Nightclub, co-branded with MXD, that verifies members at the door and rewards attendance, referrals and MXD purchases.

  • Membership web app
  • Rotating QR passport
  • Points, badges and leaderboards
  • Till-slip uploads
  • Email, SMS, push and WhatsApp
  • MXD branded bar
Club nights
Saturdays
Passport QR refreshes
30 s
Badges to earn
13
Liquor chains for MXD points
4
A venue TV squeeze back: the MXD barriers at Truth fill the window and the L-frame, with the Truth logo, a QR code and the words Scan to take part, above an 18+ line.

QR code that opens this Truth x MXD case study on hellobrand.co.za.

The Truth MXD passport screen with a QR code that refreshes every 30 seconds.

A proposal for Truth Nightclub and MXD on the Social Wiiv platform, which powers Hello Brand OS. The MXD merchandise collection is by Hello Brand.

Not for persons under the age of 18. Enjoy responsibly.

The brief

Give Truth direct ownership of its members: who they are, when they come and what they buy, and a reason to come back every Saturday.

Truth Nightclub is a venue for electronic music lovers, open only on Saturday nights. It thrives on energy and reputation, but it had no digital ecosystem to capture customer data or to encourage repeat visits beyond word of mouth.

The proposal answers that with a free, web-based membership platform, co-branded with MXD as part of a Truth x MXD loyalty partnership. Truth gets a verified member base and a faster door; MXD gets a branded bar in the club and a way to reward members for buying MXD at liquor stores between Saturdays. Truth already sells its tickets on a platform of its own (see the Truth ticketing case study); this membership layer would sit alongside it.

Truth is more than a club night: it is a community built by its members. Give that community a membership, and reward it for showing up.

Who it is for
Truth's guests and their friends, aged 18 and over
Partners
Truth Nightclub and MXD
Sign-up
Free, in under a minute
Entry
Free before 11 pm for members
Format
Web app, no download
Status
Proposal

The idea

A packed Truth dance floor from behind the crowd, lit blue and white under the club's lighting rig.

Show up. Turn up. Level up.

Every Saturday becomes part of a game. Members carry a Truth Access Passport on their phone, earn points for showing up, bringing friends and buying MXD, and spend them on drinks, merchandise and VIP perks. The more they come, the more they get.

  • Own the member data, for direct communication and insight
  • Streamline entry with secure QR check-ins
  • Reward attendance, spend and referrals
  • Open advance ticket sales and, later, a cashless wallet
  • Build a connected community with leaderboards and challenges
  • Keep MXD in mind in the club and at the liquor store

In the club: the door and the MXD bar

As part of the sponsorship, MXD would get a dedicated branded bar inside Truth, the focal point for members to earn and redeem. The same QR code that gets a member through the door earns them points at the bar.

A render of three MXD-branded bar counters with fridges, lit in green, pink and red.

QR-enabled purchases: members scan their Truth QR code at the MXD bar when they buy MXD, and earn points instantly.

Free drink redemptions: MXD drink vouchers are redeemed with the same code, a cashless reward with no paper.

A light POS from day one: a custom point-of-sale for the MXD bar scans member codes, logs MXD purchases and redemptions, and syncs with the loyalty engine in real time, while the full till integration is built.

Four ways in

Members join and earn wherever they meet the brand: at the door, at the bar, at the liquor store and through a friend.

  • The doorScan the passport; ID is checked once, then the member is verified.
  • MXD Specials screen in the Truth MXD web app: two MXD cans at R35, each earning 10 MXD credits.
    The MXD barMember-only specials, claimed with a scan.
  • The liquor storeUpload the till slip for MXD bought outside the club.
  • A friend's inviteA referral link on WhatsApp, rewarded once the friend scans in.

The MXD bar, in the room

A render of a long MXD-branded bar table with green, red and purple stools.
Branded bar tables
Two renders of MXD wall signs, one vertical and one with a green glowing edge.
Lit MXD signage
Illuminated MXD barrier panels glowing green in front of a nightclub crowd and bar.
Illuminated barriers
The MXD LED ice bucket, lit green at the base and filled with ice and four MXD cans.
LED ice buckets for VIP tables

Truth, dressed for a sponsor

Truth already knows how to give a drinks brand the room. For a sponsored birthday night at Truth JHB in 2025, MXD and its sister brand Flying Fish took over the main DJ booth, the VIP deck, seven bars and a photo booth. These visuals come from that event plan; they are illustrations of the set-up, not a record of the night.

Illustration from the event plan: Truth's main DJ booth under mirror balls and a large LED screen, with sponsor-branded booth panels.
The main DJ booth
Illustration from the event plan: Truth's open-air VIP deck with lounge booths under yellow sponsor umbrellas.
The VIP deck
Illustration from the event plan: a photo booth with a yellow bathtub on artificial grass in front of a green plant wall with a sponsor logo.
The photo booth

A member's journey, start to finish

From a free sign-up to points earned at a liquor store: nine steps, all in the phone's browser, with no app to download.

Nine steps

  1. Register free in under a minuteWith Instagram, TikTok, Facebook, X, Google or email, then confirm the mobile number with a one-time PIN. Truth MXD register form asking for first and last name, date of birth (minimum age 18), gender and mobile number.
  2. Show the QR passport at the doorA QR code that refreshes every 30 seconds is scanned at the door; ID is checked once and the member is tagged as verified. My Truth Passport screen showing a QR code that refreshes in 30 seconds.
  3. Keep the Saturday streak goingWeekly attendance streaks earn bonus points: 100 for two weeks, 200 for three and 500 for four. Attendance history screen showing reward progress for two-, three- and four-week streaks and a calendar of Saturdays.
  4. Invite friends and earnMembers earn 50 points for every invited friend who joins and scans in at the door. Invite your mates screen: earn 50 points for every verified invite that has at least one attendance, with a Send Invites button.
  5. Climb the leaderboardA weekly leaderboard resets every Sunday morning; an overall one counts every point since joining. Live leaderboard screen ranking the top eight members by points, with their names and profile photos.
  6. Celebrate a birthday at TruthBirthday mode unlocks free VIP entry, 500 bonus points, a free drink and a discounted VIP booth. Birthday Bonus screen with a birthday drink to claim and a VIP table booking offer.
  7. Answer a quick surveyShort in-app surveys on music, drinks and the night earn 10 to 50 points each. Survey screen asking what drinks the member would normally order at Truth, with checkboxes and a submit button.
  8. Pitch an ideaThe suggestion box takes ideas for event themes, DJs, drink specials and app features, and rewards the ones that are used. Suggestion Box screen with an ideas menu, a text box and a submit button.
  9. Upload a till slip for MXDMembers photograph the till slip for MXD bought at a liquor store, and the purchase is checked before points are awarded. MXD Purchase screen showing a photographed till slip and a Submit Till Slip button.
Truth MXD register form asking for first and last name, date of birth (minimum age 18), gender and mobile number.
Step 1 of 9

Points, badges and what members could win

Points rank members on the leaderboards and buy rewards in the catalogue. Badges mark the milestones.

  • Attendance history screen with a two-week streak ticked off on a calendar of Saturdays.
    1. Show upStreaks of two, three and four Saturdays.
  • MXD Specials screen: two MXD cans at R35, each earning 10 MXD credits.
    2. Drink MXD10 points for every R100 at the bar.
  • Live leaderboard of the top eight members by points, with their names and profile photos.
    3. ClimbWeekly prizes for the top performers.
  • Birthday Bonus screen with a free birthday drink to claim and 20% off a VIP table booking.
    4. CelebrateBirthday perks in the birth week.

Rewards on the table

  1. In the club A can of MXD watermelon daiquiri flavour. From 100 points

    The rewards catalogue: an MXD can for 100 points, a custom LED wristband for 600, a VIP guestlist pass for 1,000, and Truth T-shirts, hoodies, a Bluetooth speaker and a power bank up to 1,500.

  2. At the liquor store MXD vouchers

    Members trade points for a digital, personal voucher off a full case of MXD (24 x 440 ml cans) at Checkers LiquorShop, Shoprite LiquorShop, Pick n Pay Liquor or Boxer Liquors. Each voucher is unique and tracked to its redemption.

  3. Birthday week 500 points

    Plus free VIP entry at any time, a free drink token, a birthday badge and leaderboard boost, a discounted VIP booth and a shout-out from the DJ mid-set.

Thirteen badges

  1. Raver Rookie: the first check-in
  2. Weekend Warrior: any three Saturdays
  3. Streak Master: a four-week streak
  4. Big Spender: R2,000 spent in the club
  5. Top Referrer: five friends who register and scan in
  6. Social Star: five verified Post & Tag challenges
  7. Treasure Hunter: ten hidden QR codes found in the club
  8. Quiz Whiz: five surveys
  9. Birthday VIP: birthday perks used in the birth week
  10. Event Insider: tickets for three theme nights before 11 pm
  11. Leaderboard Legend: a weekly top-three finish
  12. Wallet Wizard: R500 or more loaded in one top-up
  13. True VIP: Silver, Gold or VIP tier status (phase 2)

Every feature, in detail

Ten features, each one a reason to come back and each one a source of first-party data for Truth and MXD.

Sign-up and the Access Passport30 s

Members register free with a social login or email, verify their email with a link and their cell number with a one-time PIN. Their country, province and city are picked up from the connection, so Truth learns where members come from without another question.

At the door the passport's QR code, which refreshes every 30 seconds so it cannot be screenshotted and shared, shows the doorman the member's photo, name and date of birth. ID is checked to confirm the member is 18 or over; once verified, later visits are faster. It prevents underage entry and stops fake or shared accounts.

My Truth Passport screen with a QR code that refreshes in 30 seconds.
Invite a friend+50

One tap sends a personal referral link on WhatsApp. Points are only awarded when the friend registers, comes to the club and has their passport scanned at the door: genuine referrals and real foot traffic, not just sign-ups.

Attendance streaks+500

Every scan at the door logs a visit. Two Saturdays in a row earn 100 points, three earn 200 and four earn 500; miss a week and the streak resets. It builds weekly anticipation, encourages groups to come together and helps the club forecast its crowd.

Live leaderboardsTop 10

A weekly leaderboard resets every Sunday at 08:00 and tracks the top ten earners of the week, with weekly prizes. The overall leaderboard counts every point since a member joined and, in phase 2, unlocks VIP perks and access tiers.

Drink specials10 per R100

Member-only specials are claimed by scanning a QR code at the bar. Truth can target them by membership level, by streak or points milestone, or offer them to all active members, set them live in real time, push a notification and add an expiry countdown. Members earn 10 points for every R100 spent at the bar, and high spenders are flagged as potential VIPs.

MXD purchases outside the club400

Members buy MXD at a participating liquor store and upload a photo of the till slip. The purchase (item, quantity, date and outlet) is checked by AI before points are awarded: 100 points for a six-pack and 400 for a full case of 24 cans. It brings members back to Truth to spend their points, and shows MXD its top spenders, regional demand and buying habits across channels.

MXD Purchase screen with a photographed till slip and a Submit Till Slip button.
Post & Tag challenges+50

A new challenge each week, such as “Best Group Pic” or “Glow Selfie”: members post a photo or video from Truth on Instagram or TikTok, tag the club and use the challenge hashtag. A verified post earns 50 points; the top three win bonus points, drink vouchers or free entry. Posts are checked once a day and anything inappropriate is rejected.

Upcoming events and tickets

Event listings carry the date, DJs and music styles, themes and dress codes, flyers and set times. Members can buy Regular or VIP tickets in the app, which is especially useful for members arriving after 11 pm; the ticket is linked to their passport. One tap shares an event, with a tracking link for referral rewards.

Surveys and the suggestion box10 to 500

Short surveys on music, favourite DJs, drinks, rewards and the night itself earn 10 to 50 points each, and feed audience profiles, DJ line-ups and drink specials.

The suggestion box takes ideas for themes, artists, specials and the app. The Truth team reviews them weekly: useful ideas earn 50 to 200 points, and one that is used earns up to 500, with a badge, a shout-out or free entry.

Survey screen asking which drinks the member would normally order at Truth.
Email, SMS, push and WhatsApp

Email for newsletters, event news and rewards updates, with automated welcome and verification messages. SMS reaches members who are not on WhatsApp. Push notifications carry limited-time specials, leaderboard moves and event reminders in real time. WhatsApp handles the welcome, number verification, invitations and personal messages.

What we proposed, and how it would be measured

This is a proposal, so there are no results yet. Both partners would see the member data; each gets its own wins.

What Truth gets

  • Access management at the door
  • Upcoming events and ticket sales in the app
  • A suggestion box and direct member communication
  • VIP recognition for its best regulars

Shared by Truth and MXD

  • Consumer data and purchasing behaviour
  • Invite a friend, attendance streaks and badges
  • Surveys and the birthday bonus
  • Social Post & Tag challenges

Truth x MXD member dashboard

The measures the proposal set

12 Saturdays · sample

Example dashboard Mostly sample data, not campaign results. Truth x MXD was a proposal. Registered members, weekly active members and ticket sales are Truth's own figures (tagged Truth figure); everything tagged Sample is made up to show how the member dashboard works, and is replaced by real figures once the platform is live.

What it will measure

  • Truth figure

    56,387

    Registered members

  • Truth figure

    800–1,200

    Weekly active members

  • Sample

    1,240

    Referral conversions

  • Sample

    6%

    Check-in rate

  • Sample

    760

    Attendance streaks

  • Truth figure

    650–850

    Ticket sales

  • Sample

    R3,117,500

    Drink spend

  • Sample

    +46

    Net Promoter Score

Acquisition and growth

  • Truth figure

    56,387

    Total registered members

    Number of sign-ups (social and email)

  • Truth figure

    800–1,200

    Weekly active members (WAM)

    Members who check in or engage in-app each Saturday night

  • Sample

    1,240

    Referral conversions

    Number of invited friends who register and scan their QR code

Registered members, Saturday by Saturday (sample path to the real total)
Weekly active members each Saturday (sample weeks inside the real range)
How members signed up
  • Social sign-in 62%
  • Email 38%

Engagement and retention

  • Sample

    6%

    Check-in rate

    % of registered members who attend at least once per month

  • Sample

    760

    Attendance streaks

    Number of members achieving two-, three- and four-week streaks

  • Sample

    3.4

    App session frequency

    Average app opens per user per week

  • Sample

    58%

    Survey completion rate

    % of active members who complete at least one survey per month

Members on a streak
Check-in rate

of registered members came at least once a month

Survey completion rate

of active members answered at least one survey a month

Loyalty and gamification

  • Sample

    1,850

    Points earned per member

    Average monthly points accrued

  • Sample

    8,230

    Badge acquisition

    Total badges awarded (per badge type)

  • Sample

    126

    Leaderboard participation

    Number of members in the weekly top 10

Badges awarded, by badge type
Average points earned per member, by month

Revenue and monetisation

  • Truth figure

    650–850

    Ticket sales

    Number and value of tickets bought online (after 11 pm): average a Saturday

  • Sample

    R3,117,500

    Drink spend

    Total rand value processed via wallet and QR-scan claims

  • Sample

    9,800 · R2,450,000

    Wallet top-ups

    Number and rand value of in-app wallet reloads

  • Sample

    R250

    Average spend per visit

    Wallet and bar tab per member visit: 5 drinks at R50

Tickets bought online after 11 pm, each Saturday (sample weeks inside the real range)
Drink spend through the wallet and QR claims, by month (5 drinks a member a visit)
Where member spend went
  • Drinks 74%
  • Tickets 18%
  • VIP and tables 8%

Community and advocacy

  • Sample

    2,310

    Social shares

    Number of “Post & Tag” submissions and event shares

  • Sample

    +46

    Net Promoter Score (NPS)

    Member satisfaction and likelihood to recommend

  • Sample

    214 · 19

    Suggestion box use

    Number of ideas submitted and implemented

Net Promoter Score: how members answered
  • Promoters 58%
  • Passives 30%
  • Detractors 12%
Social shares
Suggestion box

All rand values excl. VAT. Figures tagged Sample are for illustration only: not results from Truth, MXD or any campaign.

Also for MXD: a festival merchandise collection

“MXD is more than a drink. It's a lifestyle for those who live in the moment, fuelled by music, friends and unforgettable experiences.”

Hello Brand also designed and curated an MXD festival merchandise collection of 53 lifestyle products across 9 brand worlds: from LED ice buckets, bar mats and light-up bar fronts for nightclubs to festival wear and accessories.

  • On Trade: bars, nightclubs, festivals and VIP.
  • Off Trade: retail, campus, gifting and collectables.
  • Events: beach festivals, student activations and music events.
Four MXD cans in watermelon daiquiri, original, piña colada and peach mojito flavours at a festival, with an MXD wristband, glow stick and backpack.
A round black MXD LED coaster with a glowing green edge.
LED coasters
An open MXD Power Pack cooler box holding twelve cans.
The Power Pack cooler
A model in a black MXD windbreaker with green piping.
Festival wear
A black MXD cap with a glowing green brim, beside a model wearing it.
Glow caps

The LED ice bucket

Smoked acrylic on a rechargeable multi-colour LED base that switches between lime green, watermelon red, piña yellow and peach orange to match the flavour. It holds 8 to 10 cans, for VIP tables, nightclubs and festivals.

The Breeze Barrier

A nightclub activation of modular, illuminated MXD barrier panels in four flavour editions, a limited edition of 500, for VIP queues, bottle-service zones and event partitions.

What's next

The platform was proposed in two phases, with a monthly review built in from the start.

Phase 1

  • Membership, passport, points, badges and leaderboards
  • The MXD bar with its own light POS
  • Till-slip uploads and MXD vouchers
  • Email, SMS, push and WhatsApp

Phase 2

  • Full integration with the club's tills: every member purchase earns points automatically
  • The Truth Wallet: a cashless bar
  • Silver, Gold and VIP tiers
  • Android and iOS apps

Every month

  • Live stats and data exports
  • A start, stop, continue review
  • Recommendations for the next month

Show up. Turn up. Level up.

Truth's own ticketing platform is already live: read the Truth Nightclub case study.

Proposal, June 2026

Next: MXD Own the Night, our 2026 proposal

In June 2026 we took the Truth idea national. MXD Own the Night is more than a drink: a connected nightlife ecosystem built on identity, experiences, rewards, community and status, in clubs across the country.

Concept artwork: a festival stage lit green with MXD screens, lasers and flames, above a crowd, with a glowing MXD ice bucket of flavoured cans and a tall MXD can on a VIP table.

People don't fall in love with advertising. They fall in love with experiences.

MXD is a premium energy vodka in four flavours, made for nights to remember. The proposal makes every can a way in.

The MXD Passport: your identity in the night

Concept phone screen: the MXD Passport app welcoming back a member at Legend level 5, with a Tap to scan QR code and benefits for VIP access, exclusive rewards and early access.
  1. Discover: find MXD events near you.
  2. Buy a ticket: secure your access.
  3. Attend: live the experience.
  4. Buy MXD: grab your drink.
  5. Scan: the can or a QR code.
  6. Level up: earn XP and unlock rewards.
  7. Become legendary: exclusive access and VIP status.

Buy. Scan. Win.

Four MXD cans in an ice bucket: the green original, Watermelon Daiquiri, Pina Colada and Peach Mojito flavours.

A QR code under the tab or on the sleeve turns every can into an entry. Buy any MXD can, scan, enter your details and answer the skill question, then win.

  • Instant wins on every can
  • Weekly draws with bigger prizes
  • A grand prize: festival trips and VIP experiences, local and global
  • Limited-edition cans and merchandise drops

Venues create moments. MXD powers them.

Every screen in the venue

Full-screen adverts, squeeze backs between the action, bottom scrollers that are always on, and QR codes that turn interest into a scan.

MXD Live

One headline night streamed to venue screens across the country, with live polls, competitions and shout-outs. The proposal's target: 100 venues and 10,000+ people on one night.

Every province, every night

One events guide for MXD nights in all nine provinces, seven nights a week, from industry Mondays to Sunday day-to-night parties.

This is a proposal: venue numbers are its targets, not results. Truth is where the idea began.

Own the night.

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