The promotion, a first for both brands, lets consumers purchase two-for-one Bacardi Mojitos across all of Novus Leisure’s 45 bars in the capital using a mobile app.
Participating bars have QR code scanners which let consumers redeem their offers in-house. Consumers can take part in the scheme by registering on the Late Night London mobile site.
Bacardi and Novus Leisure are using the tie-up, created by mobile agency Sponge, to track redemption rates and target consumers with future promotions.
The mobile platform has been devised as a “test and learn” initiative and could be extended to other Bacardi-owned brands in the future as well as other bar chains.
Jon Fearn, marketing manager at Bacardi, says: “The majority of our target consumers are using mobile to plan their nights out and in particular taking advantage of location-based promotions and events.
“The campaign makes the most of this insight and cleverly uses scanners in each venue to help us track their journey from seeing the ad through to purchase.”
The tie-up is being promoted across Capital FM and XFM apps as well as banner ads and an O2 Media text campaign.
Novus will also run competitions at point-of-sale and on SMS to help push the campaign to its existing customer base.
Helen Cook, head of group marketing at Novus Leisure, says the partnership is “powerful” due to the customer insight it will generate.
She adds: “This data will ensure all future communication will be relevant and targeted based on previous purchase behaviour.”