Mitchells & Butlers


Mitchells & Butlers wanted to reduce its reliance on offering a 20% discount to encourage customers to engage and visit its pubs.

The brand needed to find a innovative and compelling reason for customers to watch Euro 2016 football games in its Mitchells & Butlers pubs, and therefore increase footfall and sales.


Mitchells & Butlers worked with 3radical to create a mobile application that encouraged engagement and ongoing participation.

The mechanic developed was a ‘Euro Bingo’ game. Consumers would scan a card in the pub to participate and they would unlock offers by visiting pubs repeatedly during games.

Consumers would also have the chance to win a signed England shirt by creating referrals, and following and sharing on social media.


  • Inviting Engagement

    Increased traffic/app usage without having to rely on the standard 20% offer.

  • Motivating Purchase

    17,000 scans unlocking over 27,000 teams.

    Repeated engagement in the app resulted in over 1,200 ‘Next Actions’ being undertaken.

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