Diageo targets mobile phones with Nightfly
Nightfly service to attract drinkers via text messages
Diageo has announced the launch of Nightfly, a new text-message based service designed to drive sales and increase brand loyalty among young adults.
As part of the company's New Business Ventures arm, which is also responsible for the Translucis concept, Nightfly sends consumers specific, personalised text messages advertising local drinks offers, pub promotions and club nights via their mobile phone using 20 different channels.
Mark Taylor (pictured), commercial director at Nightfly, said: "Nightfly can help steer and offer choices by providing information about what's going on in the nightlife venues in towns and cities across the country, from DJs and bands to club nights, promotional party nights and everything else in between. People registered for Nightfly also receive drinks promotions, club offers and can even save money on eating out."
The concept, which will cost publicans 15p for every consumer contacted, has already been launched into independent outlets in Nottingham, Birmingham, Liverpool, Manchester, Leeds and Newcastle and is also currently on trial in several major pub companies. A national roll-out has been earmarked for July when more than 50,000 subscribers are expected to have signed up to the service.
The initiative also offers an opportunity for drinks companies to strengthen links with the consumer via individual branded messages and offers. UDV's Smirnoff Ice recently teamed up with Nightfly to create the world's first branded interactive short messaging service (SMS) game in conjunction with its "Clear as your conscience" advertising campaign.
"It is by no means exclusive to Diageo owned brands and we are keen to exploit its huge potential," said Mr Taylor. "It allows brand owners to be very creative and bring the brand alive by starting a direct conversation with the consumer."
Publicans interested in Nightfly should call: 0207 224 1393, fax on 0207 224 1473 or email mark@nightfly.com.
