Stonegate Group’s loyalty app MiXR has launched in-app sport capabilities ahead of the Euros this summer, with a campaign inspired by football pub culture.
With over 450 pub venues throughout the UK offering sports viewing experiences, the app will help customers find a venue to watch, earn rewards, and complete ‘MiXR Missions.’
The Whatever You’re For campaign celebrates the passionate atmosphere fans bring to pubs during international football tournaments and calls for everyone to get involved.
Developed by Pitch Marketing Group, the campaign will be delivered across MiXR’s channels – web, social, and in-app, as well as in-venue across 450 MiXR sport venues and through the MiXR Media network of 4,500 digital screens in pubs nationwide, reaching hundreds of thousands of guests.
The campaign will develop throughout the tournament, incorporating authentic fan stories through ‘pub-generated content’ – the creation of Together FC, a group of content creators that embody the diversity of football fan culture, and a partnership with the fan community, Goal Click, will produce organic content for MiXR channels that showcases real pub experiences and celebrates fans across the nation.
David McDowall, CEO of Stonegate Group, said, “With the EUROs taking centre stage this summer, we’re committed to giving fans the best experience both in and out of the pub. As well as having 450 sport venues nationwide, offering fans an industry-leading viewing experience, we’ve also introduced sport to our MiXR media platform, giving our guests the ability to explore and book venues, earn loyalty points and have added value experiences through MiXR Missions during the EUROs and beyond.
“Through ‘Whatever You’re For’, we’re celebrating pub football culture and inviting all fans to come together in our venues to celebrate the beautiful game, using the MiXR platform to deliver awareness and volume for key partners and all our managed brands and formats.”
Ed Brittain, Head of Platforms at Pitch Marketing Group, added, “We all know that international football creates a unique kind of atmosphere across the nation – especially in pubs! With Whatever You’re For, we wanted to capture that energy and show how it is accessible for all fans, not just the fanatics. Working closely with the brilliant team at MiXR and through a truly integrated agency effort across strategy and creative, content production, social, PR & influencer, this is the first of many ambitious sport campaigns from MiXR, and a great example of work that helps to build brands people can be passionate about.”
Stonegate CEO David McDowall will appear as part of a Q&A session at MCA’s Pub Conference this month. For more information on the event and the current agenda, and to book your tickets, please click here.
