Barracuda's student brand Varsity has ramped up its loyalty card system for the new university year using an iPhone app to target customers both in and out of the pub.
The app, tagged 'Give virtual the V', can be downloaded to Apple iPhones and used as a virtual VCard. The campaign encourages customers to continue bar talk after hours through Facebook and keep up-to-date with promotions via Twitter.
It also includes a Varsity bar locator, special offers and a "drinks jotter", which enables customers to list a round of drinks. It will also choose a drink at random if shaken.
The VCard, £1 or from 59p for the app, offers discounts on selected food and drinks, promotions and vouchers.
"Digital has become a fundamental way of communicating for our target customer base," said head of marketing Myles Doran.
"The campaign is a cheeky twist on using social media — it's all about getting out and having some real face to face interaction rather than living your social life through your PC. But at the same time we are also using it to connect like-minded Varsity fans online so that their time in the pubs will be made even more fun."