We created a website (www.idrinks.es) where users could register with an email and cell phone number. We sent barcode messages to the cell phones every week. Those messages could be validated on scanners placed in different bars around town. Each code was customized so when the consumer validated it, the scanner would print a ticket with the consumer’s name and the discount (1€ off, upgrade). After paying for the drink, the consumer received a proof of purchase and validated it on the scanner or via SMS, thus accumulating points that could later be exchanged for gifts, stimulating brand loyalty.

40% of those registered were active users who consumed every week. Half of these users also accumulated points. Results were not only successful in terms of redemption, given the complexity and novelty of the promotion, but in the consumer activity, since out of the 40% of active users, 92% validated a minimum of 7 out of 10 sent codes and 52% of active users accumulated points.

The combination of Internet and mobile phones got the campaign's objectives: bar traffic generation, consumption incentivation and brands' loyalty.