Brief
Xscape, Milton Keynes has long been a popular daytime leisure destination for shoppers and thrill seekers (on the indoor snow slope). With their many bars and restaurants, there was also a need to establish the venue as a destination for night entertainment and draw customers from competing local destinations.

The solution
The Double-Up concept of adding a second experience to the customers’ night out; including ice bar complete with Brad and Angelina and Posh and Becks doubles, a salsa night and a U2 tribute band night was ideal for generating abuzz in the local media. Customer engagement was assured through the use of the “Double-Up card”; where customers were encouraged to get stamps for visiting bars or restaurants within the venue that could be traded in for activities. Running alongside this was a campaign funneling customers through to a new Facebook page offering additional engagement offers through the use of QR codes.

Internal marketing played it’s part in the success of this campaign. Customer facing staff were supplied a unique, track-able QR code (courtesy of printed t-shirts and beer mats) and incentivised to engage with customers and encourage visits to the Facebook page through scanning of the code. Top performers were rewarded each week to keep the staff involved with the campaign.

The results
Increase in footfall for target segment, increase of brand engagement through social media channels. The Facebook page will be used for future dialogues with our client’s customer base through social media engagement.