“Download our app for drink specials”

Discounts. Drink Specials. $15 jugs of cider. $3 Glass House wines.

These are just a few of the many words we love to hear when we go to a pub, a bar or a club. But, of course, surprise, surprise, there is a catch. In order to get our drink specials, we have to download their app or ‘like’ their Facebook page. Now, we all know that by the time we rock up to the pub or club, we’re already sort of intoxicated (I’m sure I’m not the only one who loves doing pre’s), so convincing us to download the app is too easy. We show them we downloaded the app and we get our drink specials.


Sounds easy? I reckon it is. But there’s more to it.

You see, some pubs have already recognised that by getting us to download their app for a drink special was seen as an incentive. So they thought why not take it to the next level and make it into a whole new business.

What do I mean by that?

Instead of just making it a one time thing, these pubs want to make it a regular occurrence in which you have to keep going back to the app to retrieve your drink special. Pubs such as The Malvern Vale Hotel and The Royal Derby Hotel are great examples of this mobile app marketing strategy such that they have adopted a reward point system. You could choose any of the options to earn points and once you have accumulated enough points, you can finally retrieve a reward (and get drunk).

Sound like a long process? Let me show you a step by step of it.

Step 1: Download app.


Step 2: Agree to Terms and Conditions & Connect to Facebook


Step 3: Get bombarded with pop-up notifications


Step 4: Make use of the app (or don’t)


As you can see, it already tells you to submit your mobile number to earn 7 reward points. This is just another incentive to kick start your points.

Step 5: Earn points

Other ways to earn points is by checking in, inviting friends, taking a photo with the app and sharing the app.


Step 6: Redeem points

Once you have earned your points, you can finally redeem them. Such rewards are:

IMG_3987              IMG_3991

So why do marketers get you to go through this whole process of downloading the app and following all these steps?

It is because they want you to engage with the app, get use to it and soon enough like it. And when you do, you start to spread the word.  When that happens, they have succeeded in getting their brand name out in the public. Their brand awareness is extended not only to current customers but to future customers.

With that, I leave you with a question.

Is it worth going through this entire process just to get some sort of reward, be it tangible like a beer or intangible like customer satisfaction?


To Skip or Not To Skip

Advertisements. So according to the ever-so-trustworthy Dictionary.com, advertisements can be defined as:

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But in my dictionary, I think of advertisements to be a ” notice of a product portrayed in an interesting or boring way”.  But in all honesty, I am both a lover and a hater of ads. If I loved the ad, I would watch the entire thing, even if it means wasting an entire 5 minutes of my life . But if I didn’t, I would simply switch the channel or stare into blank space. But my all time favourite thing to do, is to …

skip ad image

I bet all of you would be very familiar with these 2 words. I practically see them all day, everyday (Yes, sadly, I’m on YouTube 24/7). So the thing with ads on YouTube is that before you can watch a video, you are forced to watch an ad. However, thanks to the Internet Gods, we  finally have a choice as consumers. In December 2010, YouTube had introduced TrueView in which people could choose to skip the ads. (but then again, there are also ad blocks).This means a plus on our part if we didn’t want to watch it but a minus on the advertisers.

With that, advertisers have the gruelling task of making the first 5 seconds of the ad as enticing as they possibly can be. Once those 5 seconds are up, we either skip it or stay and watch. If we chose stay and watch, I guess it would be safe to say the ad succeeded in catching our attention. Now personally, I do love that skip button, but in an interview in 2011, YouTube revealed that only about 30% of the ads are actually skipped. This means that 70% of the time, people actually watch the entire ad (shocking?! I know).

So to put it simply, it is  the ‘Skip Ad’ button that got me thinking about how a short amount of time (5 seconds in this case) can really make a difference on how a customer perceives your brand. You can spend a whole minute, a month or a year trying to advertise your product to your customer but it is essentially in the first few seconds that a customer forms an impression. With that, I leave you with an ad by Budweiser that I actually did not skip and a poll for you to vote on whether you skip or watch ads.

P.S I do admit that I was drawn into watching this ad by the first second because of  the words “Puppy Adoption” and that I am sucker for  dogs.