Turning birthdays into a social-first bar tab moment.
Madrí Excepcional launched a January Birthday Bar Tab, using a connected experience to reward January birthdays with a free pint for you and a friend across all BoxPark venues. Activated across social media and PR, users entered a mobile experience that generated a unique, user ready redemption page, designed for seamless validation at the bar. The mechanic turned a simple reward into a shareable, social moment.
Built to elevate reach and visibility, the activation generated meaningful engagement encouraging participation, sharing and first-party-data capture through a seamless mobile-first experience.
Multi-channel activation ensured Madrí’s presence was amplified within nightlife culture and extended well beyond the point of consumption.
Next project:
Madrí 'In the Mix'