Mobile App

A mobile gaming app to incentivise frequent store visits

We created a NightOwl app filled with Summer FestivOwl branding and a clear reason to download: guaranteed prizes. The Spin 'N' Win game was our hook to get customers in store, awarding each player a random prize for every day they played.

Food, drinks and major prizes were all on offer, and got customers into the habit of making regular trips to their local NightOwl store. This was all tied to a customer's unique loyalty account which gave NightOwl valuable information on their customer's purchase history and habits.

500K

SPINS

33K

DOWNLOADS

60K

REDEMPTIONS

Beacon Technology

Australia's largest retail beacon rollout

All 65 stores were equipped with iBeacons that formed a crucial part of the prize claiming process. When a user won a prize on the app, they would be shown their closest store. Upon entering the store, the user's phone would display a customised welcome message and unique barcode – making it possible for us to track their claim and purchase behaviour.

Nightowl beacon notification on iphone

Social Media

Creating an engaged social community to promote the app

Social media was an integral part of this campaign, allowing us to re-engage customers and promote the app across networks including Facebook, Twitter, Instagram and YouTube. Fun, snackable content was published regularly to help build each community and align fans with the cheeky new NightOwl brand. The response to this social focus was overwhelmingly positive, amassing 46 million impressions and lifting engagement by 114% during its three-month run.

Nightowl social posts

46M

IMPRESSIONS

5M

PEOPLE REACHED

114%

LIFT IN ENGAGEMENT

$0.47

AVG. COST PER CLICK

Nightowl photos with people

Website

A cleaner, more convenient website experience

A website design overhaul helped to support the campaign, encouraging users to download the NightOwl app while reinforcing its benefits and providing key information about store locations and offers. A cleaner user interface simplified the browsing process and helped the site convey what NightOwl is all about: convenience.

Nightowl website on mac