To reach our young and urban target group, we launched a promotion that directly affected the most sensitive body part: their smartphones. Inside the 25hours Hotel bars we gave bar-goers the chance to get a free beer in exchange for their smartphone battery power. All they had to do was plug their mobile phone into the Smart Draft dispenser to receive a free beer. We not only promoted the campaign at the hotel, on the websites of the various hotels, restaurants and bars, and on facebook, but also with a youtube video that achieved wide circulation through blogs and social media.

The main goal was to attract young people to 25hours Hotels. So we came up with an idea that clearly differentiated our campaign from conventional advertising. And gave our target audience something they’re really looking for: a relaxed evening with their friends. The Smart Draft campaign was held at the hotel bars of various 25h Hotels locations, including in Berlin, Frankfurt and Vienna, during spring 2015. Every night, from 6 to 11, bar-goers were able to get a free beer in exchange for their smartphone battery power.

Thanks to the Smart Draft promotion, the number of bar-goers increased by 20%. Hotel reservations increased by 8%. In total, 1,280 smartphones were used across the different hotel locations. In addition to this, 25hours Hotels highlighted their fresh and unique brand presence.