Springing into action for Beefeater
With lighter evenings and changing routines, spring is prime time for hospitality brands to re-engage diners and launch something new.
Beefeater needed exactly that. So we proposed a high-impact, attention-grabbing campaign to spotlight its new Spring menu, and deliver across three core objectives:
1. Drive CRM growth: High-quality, new-user opt-ins
2. Deliver incremental bookings: Using digital vouchers to increase footfall
3. Boost brand awareness: Through creative, cross-channel reach
Our approach
If you want attention - and action - digital activations are the best option on the menu. So, we built one that people couldn’t put down.
Snap & Sizzle was a fast-paced, mobile-first game inspired by the classic memory card format. Players raced to match pairs and rack up points, with bonus rounds unlocking chances to win prizes.
The game was wrapped in a bold seasonal theme, using playful illustrations of Beefeater menu favourites to subtly reinforce product recognition. As the first activation since their Autumn rebrand, it brought new colours, fonts and graphics to life in a way that felt on-brand, on-message and impossible to ignore.
A carefully structured prize pool drove repeat engagement: from thousands of food and drink vouchers and weekly prizes like Amazon vouchers and Apple AirPods, to two £1,500 grand prizes in collaboration with PGL.
To boost both replays and shareability, our design, development and digital activation teams built in that irresistible “just one more go” feeling, with extra points for players who shared the game to improve their chances in the final draw.
Then, we ran a powerful blend of paid and organic social, testing everything from UGC to branded video. Weekly prize swaps and structured A/B testing helped us keep things fresh, learn fast and adapt in real time.
The outcome? A game that was easy to enter, rewarding to play, and hard to put down.
The results
Our Snap & Sizzle campaign for Beefeater did exactly what it set out to do:
- Building a buzz: More than 6 million impressions put Beefeater front of mind at just the right time.
- Engaging diners: 263,000 game plays turned seasonal interest into active engagement.
- Database growth: 47,000 new opt-ins gave Beefeater and PGL a ready-made audience for future campaigns. And all at a cost per lead of just £1.30.
- Driving future bookings: 40,000 vouchers downloaded. That’s thousands of tables filled.
Pairing digital activation with a side of powerful paid and organic media, this campaign hit every objective (and then some). This was digital with a clear, measurable impact from start to finish. Served just how we like it.