MiXR

Stonegate Group, the UK’s biggest pub company, asked Digitas to create and drive awareness of its new virtual consumer lifestyle brand and build a must-have loyalty app for its customers.

The result was MiXR, which helps to connect guests, employees and venues by allowing users to find and book a venue, see local deals and even skip queues at busier venues, providing a VIP level of experience.

It rewards guests for their loyalty, sampling products, and completing missions at Stonegate Group venues, which include Slug and Lettuce, Be At One, PopWorld, and Proper Pub venues, with the opportunity to automatically earn points with every visit, which can be redeemed for offers and in-house deals.

Scope / Role

A zero-to-one engagement, with the Digitas team responsible for conceptualising, building, and launching the MiXR brand and app. This included brand development (formulating the "MiXR" name, visual identity, and positioning it as a lifestyle customer reward brand), product design & build (iOS and Android apps and enabling platform/integration work), and multi-channel marketing and launch campaign (programmatic digital, proximity OOH, social, asset production). Subsequent product iterations followed, including the launch of missions and a dedicated sports hub, wrapping in an ongoing managed service support programme.

• Co-Exec Lead, including Technology Partner and Capability Orchestration Lead

Outcomes

• 1 million+ downloads in the first six months, 500,000 drinks samples, £1.8 million points redeemed
• Reached key target demographic, with 62% of users aged between 18 and 34
• Successful rollout across 700+ venues, including integration with PoS units and MiXR Media screens
• Enabling trackable end-to-end omnichannel campaigns (e.g. Euro 2024, with 58 million points distributed and average 13% sales uplift)

A million downloads is the headline; orchestrating brand, creative, media, product and tech into one thing that actually launched and stuck was the job.