Mitchells & Butlers devises virtual bingo game for Euro 2016 fans

Pub chain Mitchells & Butlers has teamed up with gamification company 3radical to create an interactive bingo-based experience for football fans during the Euro 2016 tournament.

Mitchells & Butlers: providing an interactive mobile experience for football fans
Mitchells & Butlers: providing an interactive mobile experience for football fans

Mitchells & Butlers, whose pub brands include O'Neill's, Crown Carveries and Sizzling, has created a 'Green card' app, via which consumers can access a virtual bingo game. When users click to play, they receive a unique QR code, generated in real-time by technology company Eagle Eye. Once scanned at the till in an outlet, squares are unlocked on the 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, such as a free beer with a main course, which is saved in the wallet within the app. Players also have the chance to win a variety of prizes including a weekend break in the capital city of the winning country of the Euro 2016 and are being encouraged to share the game via social sites such as Facebook and Twitter, for further competition opportunities. 
The game is running for the duration of the tournament. Thus far, thousands of teams have already been unlocked by players, and a large number are also engaging with 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."

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Have your say

Only registered users may comment. Sign in now or register for free.

Follow us

Latest Event Jobs