Allied develops interactive pubs

Allied Domecq has appointed new media specialist Curtis Hoy Beeston interactive (CHBi) to develop an interactive entertainment network for UK pubs.

“Interactive media is now integral to our marketing plans,” says Allied Domecq Group media manager Patrick Burton.

CHBi will develop an in-pub interactive entertainment system, known as Pub Net. Screens will be linked with other pubs, either by cable, satellite links or using latest ISDN technology.

It will also devise a number of ways in which pub-goers can use the network. Applications will include interactive games which can be played between people in the same pub, or with people in other pubs. Each will target different groups of pub clientele.

The aim is to tailor interactive programming to persuade regulars to stay longer and encourage lapsed pub-goers to return, Beeston, a former media director at Saatchi & Saatchi, explains. “The focus is on the benefit to the consumer rather than the technology,” he adds. “We will create a network that belongs not to the pubs, but to the people in them.”

Technical details will be finalised by June with the first units installed by late summer. The Pub Net will initially be tested in ten of Allied’s 2,000 managed pubs.

As well as carrying branding for Allied brands, the potential to promote other products at point of sale is also being considered.

CHBi was launched last year by radio promotions specialist Mark Curtis and Beeston. Leading interactive software designer Rob Le Quesne joined last week as head of production.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here