Bacardi and Novus Leisure have partnered with mobile marketing agency Sponge to run a two-for-one QR code promotion in Novus 45 London bars.
After registering on the Late Night London mobile site, users are given a QR coupon which can be redeemed in participating bars, where staff are equipped with a bespoke barcode scanner app created by Sponge. Redemption of the codes will be tracked, and Bacardi and Novus Leisure will use the data to target consumers with relevant future campaigns.

“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,” says Bacardi marketing manager Jon Fearn. “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 promotion – which is being pushed via the Capital FM and XFM iOS apps, banner ads, and an O2 Media SMS campaign – will be complemented with a separate SMS campaign in Novus bars, which will encourage users to text a shortcode to win a £25 bar tab.