Bacardi has added interactive coasters to the experiences on offer at its Patrón Pop Up in Sydney over summer.
Patrón has partnered with the Museum of Contemporary Art Australia (MCA) to host the Patrón Pop Up from October 31, 2019 until February 16, 2020.
Located at the front of one of Australia’s most spectacular and iconic sites on the edge of Sydney Harbour, the Patrón Pop Up offers an array of exciting activations over the course of 16 weeks including a range of signature cocktails, sharable jugs, DJ sets, interactive coasters, bottle art Sunday’s and VR experiences.
The brand is being showcased across four locations within a 10-minute walk of each other in The Art of Patrón Precinct – Patrón Pop Up, Bar Patrón, The Argyle and the Quay Bar.
Thyngs, a technology platform that enables brands to transform their existing physical marketing assets into instant payment points via consumer smartphones, has joined with marketing agencies Beyond Intent and Round Table to craft a digital experience for Patrón fans.
Patrón’s brief was to collect consumer data, spread awareness and manage the event’s Patrón Passport, which encourages patrons to get a stamp when they order a tequila cocktail at the participating venues.
Once they collect four stamps consumers receive a free Patrón cocktail mug and are entered in the draw to win a $2000 dining experience at Bar Patrón.
Thyngs’ solution includes interactive coasters embedded with a unique QR code. When a consumer scans the QR for the first time, they’re directed to a short sign-up form and, after completion, their first loyalty stamp is redeemed on the screen.
Once four stamps are on the Thyngs-powered loyalty record, patrons receive an email to show to the staff at the Patrón Pop Up Bar to receive their complimentary Patrón cocktail mug.
“It’s a privilege creating digital engagement for such a beautiful brand like Patron,” said Jamie Conyngham, MD Asia at Thyngs.
“People are now starting to realise that they can scan/tap objects using their phone to start digital experiences. Thanks to our friends at Beyond Intent and Round Table for bringing this opportunity to us.”
