Driving sampling of Guinness in collaboration with mobile App MatchPint during Rugby 6 Nations tournament

1. Analysis of Captive Media Impact on
MatchPint Redemptions
London
March 2015

2. About MatchPint
2
MatchPint connects sports fans,
pubs, and brands.
Sports fans use MatchPint to find
out which pubs in their area are
showing specific sports events.
Brands are able to leverage this
relationship, and access highly
targeted and engaged sports
fans via branded content, in-pub
promotions, and localised push
notifications.

3. • What?
• MatchPint promoted a 2-4-1 offer on
Guinness
• Only available on match days between
13:00 and 20:00
• When?
• Each match day between the hours of
13:00 & 20:00 over the 6 weeks between
6 Feb and 21 March 2015
• Where?
• 835 venues in the UK carried
MatchPint’s offer
• 12 of them had additional Captive
Media support
• How?
• Captive Media’s washroom screens
carried video ads for the promotion
and calls to action, supplementing
MatchPint’s own Point of sale material
3
Captive Media supported MatchPint in their Guinness Promotion during
The Six Nations Championship 2015

4. MatchPint’s brief from Guinness was to drive sampling of Guinness
during Six Nations match days
4
• The offer:
• 2-4-1 Guinness when redeemed via the
MatchPint app, in partnership with Guinness
• Available on Six Nations match days
between 13:00 – 20:00
• One redemption per user per match day
• MatchPint had distributed additional material
such as Point-of-Sale posters and ‘tents’ to all its
venues to further promote the offer.

5. Captive Media’s objective was to boost participation in the
MatchPint/Guinness offer
• What we did : In each of the 11 Captive Media
venues, our washroom screens showed
• Video promotion: one 10-second video
advert explaining the 2-4-1 offer (see left)
• Game: a branded version of our xStream
Racer game promoting MatchPint’s app
and offer
• 4769 games in total were served during
campaign hours over the 6 week period
5
• Captive Media promoted MatchPint’s 2-4-1 offer
on our screens at participating venues
• Our brief:
• Drive awareness of MatchPint
• Drive awareness of the 2-4-1 offer
• Increase MatchPint app downloads
• Increase offer redemption rates in the
Captive Media venues compared to the
national average

6. • 11 of MatchPint’s venues featured
additional Captive Media support. These
were spread around greater London and
the South East
• We interviewed pub-goers in 7 of the 12
Captive Media/MatchPint venues
• In addition, we interviewed in two non-
Captive Media/MatchPint venues to
provide a control group
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11 venues out of MatchPint’s UK network carried the Captive Media
promotion
The Windmill The Albion The Willoughby Arms
The Crown Gigalum The John Baird
Yager Bar
* *
**
*
* Captive Media interview venues
* Non-Captive Media interview venues
Kingston Gate Wishing Well The Bunker
**
The Bloomsbury The 3 Steps The Sporting Page
*
Frankie’s
*

7. 7
We conducted 162 customer interviews on 5 separate days in 9
locations
• 162 customer interviews in the bars during match days
• In 7 of the 12 Captive Media Venues
• PLUS 2 Non-Captive Media venues
• On five separate match days
• 10 Questions walking through the marketing funnel
• AWARENESS: of MatchPint, of the offer
• INTENTION: to download MatchPint, redeem the offer
• ACTION: reported actual downloads and redemptions.
• Results on redemption and download were supplemented with MatchPint’s own
measured download and redemption data from their servers

8. We grouped respondents by their level of exposure to Captive Media
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1. Control Group 2. “Bystanders” 3. Viewers
Respondents in
MatchPint pubs
without Captive
Media
Respondents in
Captive Media
pubs but who had
not seen the
screens
Respondents who
had either seen the
screens OR played
the game
Respondents who
had played the
game.
4. Players
16 53 93 45
Increasing Exposure

9. Awareness: MatchPint
MatchPint awareness was 60% among bystanders. This rose to 93% among players
0%
60%
83%
93%
0%
25%
50%
75%
100%
Control Bystanders Viewers Players
Qu. Have you heard of MatchPint before?

10. Awareness: The 2-4-1 offer
Offer awareness was 55% among bystanders. This rose to 98% among players
0%
55%
85%
98%
0%
25%
50%
75%
100%
Control Bystanders Viewers Players
Qu. Can you explain the offer?

11. Consideration: Downloading the MatchPint app
Download consideration was 36% among bystanders. This rose to 53% among players
0%
36%
43%
53%
0%
25%
50%
75%
100%
Control Bystanders Viewers Players
Qu: [to those who didn’t already have it] Will you now download the
app?
Number in each
group who hadn’t
already
downloaded the
app
56 194516

12. Consideration: Redeeming the 2-4-1 offer
Redemption consideration was 40% among bystanders. This rose to 67% among players
40%
52%
67%
0%
25%
50%
75%
100%
Control Bystanders Viewers Players
Qu. Will you redeem the offer?
N/A

13. App downloads
In-venue MatchPint downloads were 8.8 higher in Captive Media venues than in MatchPint
venues without Captive Media
5.3
14.1
0.
3.8
7.5
11.3
15.
MatchPint Average Captive Media Average
Average total in-venue app downloads per venue over the 5 weeks
From a control
group of 12
MatchPint venues
Source: MatchPint

14. Offer redemptions
Average offer redemptions per venue was 28.1 in Captive Media venues, compared to 13.2 for
MatchPint Nationwide
13.2
28.1
0.0
7.5
15.0
22.5
30.0
MatchPint Average Captive Media Average
Average total offer redemptions per venue over 5 weeks
Source: MatchPint

15. Offer redemptions per game served
There were 4,769 games played during the hours the 2-4-1 offer was available, a
redemption rate of 4.5%
1.8%4.5%
MatchPint offer
redemption rate in
Captive Media
venues (i.e.
conversion rate)
Online video advert
click-through rate
(source: Business
Insider, 2015)
0.8%
Smartphone
conversion rate
(source: Monetate,
2014)

16. As context, we noted differing levels of PoS support between the venues
Manager
Aware?
Staff
Aware?
Pos
Tents
Pos posters Bar Mats
Window
Stickers
Captive
Media
The Albion
Tavern
Y N N N Y N Y
Crown Hotel Y Y Y Y Y N Y
Willoughby
Arms
Y Y Y Y Y Y Y
The Windmill Y Y Y Y Y Y Y
Gigalum Y Y Y N Y N Y
Yager Bar Y Y N N N N Y
Wishing Well Y Y Y Y Y N Y
Frankie’s Sport
Bar
Y N N N N N
Non-CM
venue
The Sporting
Page
Y Y N N N N
Non-CM
venue
% ‘compliance’ 100% 66% 55% 44% 66% 22% 100%

17. Conclusion
Captive Media has been shown to boost participation in the MatchPint/Guinness offer:
• 93% of Captive Media players recalled the MatchPint brand from the screen
• Word-of-mouth/PoS drove understanding of the offer to 98%
• Viewers & players were inclined to both download the app (43% and 53%) and
redeem the offer (52% and 67%).
• Captive Media venues saw almost 3x the level of in-venue app downloads (14.1 vs 5.3)
• Redemptions were also 2x higher in Captive Media venues (28.1 vs. 13.2).
• Half of all redemptions involved new app downloads
• Viewers and players were more than 2x as likely to welcome other ads of this type

18. Captive Media Ltd
Surprising. Shocking. Amazing.
www.captive-media.co.uk
https://twitter.com/#%21/Captive_Media
http://www.youtube.com/user/captivevideos
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