Pimm's summer campaign goes digital

By Laurie Macdonald contact

- Last updated on GMT

Pimm's summer campaign goes digital

Related tags: Pimm, Sun, Weather, Rain

Diageo has launched a new sensor driven Pimm’s marketing campaign in London. The system uses a network to collect smartphone data from within participating pubs to measure the level of busyness and displaying the data on digital posters directing customers to the pub alongside Pimm’s branding.

Occupancy is measured every five minutes so that if a pub becomes full, it is removed and people are only directed to pubs still filling up, This occupancy data is then combined with local weather conditions to deliver tailored copy for the digital posters and only activates when the temperature is over 16 degrees centigrade, in keeping with Pimm’s association as a summer drink.

The trial, which will run until early July, is deployed in eight Taylor Walker pubs in Victoria and The Metro restaurant and bar in Clapham.

Jonathan Ansell, new technology and media innovation manager from Diageo said: “We’re really excited about this trial which marks both a unique partnership with some of our customers and innovative use of footfall and thermal sensors in an out-of-home campaign. We’ve chosen transport networks to try to win that vital first drink of the night. When the sun is shining, we know our consumers enjoy a Pimm’s and find somewhere with the space to do – and we’re using technology to help them do just that.”

This is the second sensor driven campaign from Pimm’s this summer. Last month, Pimm’s launched a thermal activation campaign through Ocean sites which activates once the weather reaches a summery 21 degrees. The campaign ran across 12 screens in London and Birmingham and used scheduling and formatting data generated by LivePoster.

Diageo has launched a new sensor driven Pimm’s marketing campaign in London. The system uses a network to collect smartphone data from within participating pubs to measure the level of busyness and displaying the data on digital posters directing customers to the pub alongside Pimm’s branding.

Occupancy is measured every five minutes so that if a pub becomes full, it is removed and people are only directed to pubs still filling up, This occupancy data is then combined with local weather conditions to deliver tailored copy for the digital posters and only activates when the temperature is over 16 degrees centigrade, in keeping with Pimm’s association as a summer drink.

The trial, which will run until early July, is deployed in eight Taylor Walker pubs in Victoria and The Metro restaurant and bar in Clapham.

Jonathan Ansell, new technology and media innovation manager from Diageo said: “We’re really excited about this trial which marks both a unique partnership with some of our customers and innovative use of footfall and thermal sensors in an out-of-home campaign. We’ve chosen transport networks to try to win that vital first drink of the night. When the sun is shining, we know our consumers enjoy a Pimm’s and find somewhere with the space to do – and we’re using technology to help them do just that.”

This is the second sensor driven campaign from Pimm’s this summer. Last month, Pimm’s launched a thermal activation campaign through Ocean sites which activates once the weather reaches a summery 21 degrees. The campaign ran across 12 screens in London and Birmingham and used scheduling and formatting data generated by LivePoster.

Related topics: Spirits & Cocktails

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