UK pub and restaurant chain Mitchells & Butlers is delivering an interactive mobile game experience to attract visitors during the Euro 2016 tournament.

Mitchells & Butlers mobile gamification

UK pub and restaurant chain Mitchells & Butlers is delivering an interactive mobile experience incorporating gameplay to attract new visitors during the Euro 2016 football tournament.

The new online campaign is centred around the Mitchells & Butlers Green Card app, powered by Eagle Eye Solutions, the SaaS technology company that validates and redeems promotions in real-time, and is driven by technology from 3radical, whose Voco software platform already delivers interactive digital experiences for brands such as Dell, Zizzi, Visit Scotland and British Land.

Mitchells & Butlers is using the new technology to engage its customers in a fun and interactive way, starting off with a virtual bingo card game. The plan is to combine mobile and social experiences across its Sizzling, O’Neill’s and Crown Carveries brands.

This latest activity sees consumers access a virtual bingo game within their existing Green Card app, driven by 3radical Voco.

When users of the Green Card App click to play they receive a unique QR code, generated in real-time by Eagle Eye. Once scanned at the till in an outlet, this code unlocks squares on the customer’s bingo card with the flags of the two teams playing at that time.

After a line, row or full card of flags is unlocked players are sent a reward voucher (for example, for a free beer with a main course) which is saved in the wallet within the app.

Players will also have a chance to win a variety of prizes including a weekend break in the capital city of the winning country of the Euro 2016. Sharing the game via social sites such as Facebook and Twitter and answering quizzes about themselves will allow players to earn entries into other competitions to win additional prizes.

Tens of thousands of teams have already been unlocked by players, and a large population are also engaging with the other aspects of the interactive experience such as social sharing and quizzes.

Ben Riding, Marketing Manager, Sizzling Pubs, said: “As part of our commitment to our pub goers, we are keen to make experiences as exciting and interactive as possible. We see this new campaign as a significant innovation in the way pubs encourage new visitors and a way to encourage repeat visits and ongoing customer loyalty. The new campaign also allows us to collect data that can help us take a more personal approach to how we communicate with our customers.”

Phill Blundell, CEO of Eagle Eye, says: “The Green Card app has seen great success over the last two football seasons driving customers back into the pubs and increasing loyalty through real-time rewards and personalised offers. This new addition of the bingo game around the Euros will be a fun way for consumer to interact with the brand as well as generate new real-time data for M&B to use as part of their re- marketing activities throughout the tournament and beyond.”

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