Maximising Game Days with Predictor, by Wireless Social.
In collaboration with Asahi Super Dry & Fuller’s
Background
Fuller’s were looking to maximise engagement during the 2023 Rugby World Cup. Along with Asahi Super Dry, we partnered to leverage Predictor’s potential. Nothing engages guests better than a touch of competition and gamification. The campaign focused on combining Fuller’s popularity as a go-to pub during game days with Asahi Super Dry as a premium beverage of choice.
Predictor, seamlessly integrated into the Wi-Fi login journey, invites guests to predict Rugby World Cup match scores, enhancing their Wi-Fi experience with excitement. Winners earn vouchers, encouraging extended dwell time after the event, making Predictor a key element to the guest experience on game days.
Objectives
The primary objectives were to:
- Increase game day dwell time and return visits for Fuller’s
- Drive brand awareness for Asahi
- Drive data capture for Fuller’s
1. Increase game day dwell time and return visits for Fuller’s
By analysing dwell time of Predictor winners compared with nonwinners, we can see that dwell time increased by as much as 104% on some game days and on average across the whole of the World Cup campaign period, dwell time was 30% higher for Predictor winners.
In terms of driving repeat visits, we saw 54% of vouchers redeemed between 2 and 7 days after issuance. We can see that the highest redemptions occurred on Saturdays with 28%, whilst Thursdays recorded the lowest redemption rate with 8% - raising the question: is Thursday truly the new Friday?🤔
2. Drive brand awareness for Asahi Super Dry
Overall, this campaign achieved a whopping 45,554 directly trackable impressions for Asahi Super Dry with consumer data available on each one. There were 7,001 predictions made, 70% of which guessed the correct winner and were issued a voucher. The redemption rate for this campaign was 160% higher than Fuller’s average campaign redemption rate
A diverse range of age groups participated in the Rugby World Cup campaign, with the 25-34 age range showing the highest impressions. Additionally, predictive analysis revealed that the 25-34 age group was the most active, predicting the most with 29%, followed closely by the 35-44 age group with 20%.
We trialled a few different campaign types with the ‘Free Pint’ emerging as the clear winner. Contrary to expectations, customers aged +65 had the highest issuance to redemption rate at 16%, followed by the 55-64 age group at 15%, and the 45-54 age group at 14%. Cheers to the seniors for maximising those free drinks!
3. Drive data capture for Fuller’s
We saw a significant uptick of +4.1% in Guest Wi-Fi logins in participating venues for this campaign compared to the previous year which demonstrated the positive impact of the Predictor campaign on driving customer engagement during game days.
The campaign successfully attracted a notable +21.1% new marketable users and +14.3% new users in Predictor venues compared to the previous year. This indicated increased engagement during guest visits and growth in the pub's marketing database.
Conclusion
This case study demonstrated the effectiveness of thoughtful partnerships and strategic planning in creating successful sports campaigns within the hospitality industry.
If you’re an operator that is looking to maximise revenue during the 2024 sporting calendar, reach out to us to Nikki at nikki@wireless-social.com
For brands eager to strengthen your relationship with your operators whilst having direct access to consumers and valuable insight, then reach out to Nikki at nikki@wireless-social.com.
Fuller, Smith & Turner PLC quote
‘We collaborated with Wireless Social and Asahi to explore how we could make watching rugby in our premium pubs more experiential and fun for our guests whilst also delighting them with a complimentary drink. It also allowed us to capture our customers interests in our database so future comms will be personalised to their favourite sports or teams.
We also saw some commercial benefits as a result, a 30% average boost in dwell time and a 46% increase in repeat visit.
Our commitment to these initiatives is underscored by the remarkable 160% higher redemption rate in this strategic partnership, highlighting its effectiveness in maximising vouchers and reward but ultimately engaging our customers.’
Sam Bourke, Marketing Director, Fuller, Smith & Turner PLC