Stonegate Group Enlists Digitas to Create New App and Digital Experience

Stonegate Group – the UK’s biggest pub company – has tasked Digitas to drive awareness of its new virtual consumer lifestyle brand and develop a must-have app for its customers.

The result is MiXR, which recently launched and seeks to connect guests, employees and venues by allowing users to find a venue, see local deals and even skip queues at busier venues, providing a VIP level of experience. MiXR is the first hospitality app to combine all of these features across a large scale – over Stonegate Group’s 850 plus managed venues around the UK. 

Users will be able to tailor the app to their own requirements – helping them to plan and organise their social occasions and discover new venues in the Stonegate Group portfolio.

With the goal of becoming the go-to source of fun, MiXR will offer users the opportunity to earn point with every visit, which can be redeemed for offers and in-house deals. This rewards guests for their loyalty at Stonegate Group venues, which includes Slug and Lettuce, Be At One, PopWorld, and Proper Pub venues.

Digitas drew on the agency’s breadth and depth of skill sets across Brand, Experience, Design, Creative, Data, Product, and Media, all underpinned by strategic insight and thinking, to develop the MiXR digital ecosystem.

The app will launch with a campaign across DOOH, programmatic, search and paid social. 

The use of targeted proximity digital OOH advertising will be in operation across all of Stonegate Group’s sites to drive awareness of new products on offer. Users will be offered a free drink when they download the app and register, which can be redeemed at any Stonegate Group venue.

As part of its wider innovation and digital transformation strategy, Stonegate Group will leverage the customer data available both through the MiXR app and in-venue behaviour with transactions to elevate the consumer experience, and to support vendors to better understand their customers and increase impact.

Melissa Wisdom, chief commercial officer at Stonegate Group commented, “We wanted to create a product centred around the reasons our valued guests want to come to our pubs, bars, and clubs. Our guests come to us for many occasions, and we heard first-hand that they would appreciate more options in planning tailor-made occasions and being rewarded for their loyalty – something the entire sector has been missing. MiXR is designed to be just that.”

Jen Berry, Digitas CEO, commented, “Stonegate have been an incredible partner and MiXR is a great example of a product and experience that will not only drive value for customers but enhance the business, driving footfall to Stonegate venues and helping to drive new revenue streams.”