DUSK - The Free Drink App

We got through 300 free Aperol Spritz’ in less than 30 minutes on Friday afternoon - and then completely running out for the night 🔥 Aperol (Campari Group), proving to be an absolute icon yet again. We’ve partnered together with Greene King pubs & Aperol to offer free spritz’ every single evening until Monday 27th May in pubs across the UK - capturing powerful consumer insights and driving incremental spend in bars along the way. Grab one while you can. Thanks to Hemanth Aleshi, Victoria Smith & Harriett Daines from Greene King and Sophie Abrahamovitch

The NoLo drinks category is rapidly growing across the UK, with a significantly increasing array of serves available in both on & off-trade from indie disruptors and household names. At DUSK, we’ve noticed an increased uptake in NoLo serves throughout the year - beyond key moments in ‘Dry Jan’ and ‘Stoptober’. We've recently launched new in-app technology to make it even easier for our users to trial a non-alcoholic serve, motivating them to consider NoLo for their next drink and reducing barriers to trial. As part of this project, we surveyed our users about their attitudes and appetites towards NoLo - with fairly interesting results from a free drinks app 😉 For the full case study please get in touch with us.

We got a little fruity at the end of last year, launching a punchy ‘Lite’ DUSK campaign for Lillet Rosé Spritz across some of our favourite Metropolitan Pub Company sites in London. Over 5 weeks, we generated 1.26M impressions across our owned channels, with 67% of the audience reached aged under 26. Supporting Lillet to build awareness with a younger, Gen-Z consumer. 🌸 85% tried Lillet Rosé for the very first time 🌸 90% would order a Lillet Rosé Spritz again 🌸 81% had never heard of Lillet Rosé before Short & sweet, Lite is a condensed version of a full DUSK campaign, offering smaller scale, targeted sampling with top level insights and exposure on the DUSK platform - the perfect quick sampling support solution for both existing customers and new distributors. #lillet #lilletrose

Our final project for the year, presenting: DUSK Unwrapped. In the very first of its kind and not at all alike to multiple other ‘wraps’ doing the rounds - we’ve brought out the spotlight and taken a look everything our users have been up to on DUSK in 2023. Creating a personalised and interactive in-app experience for each user, we’ve unwrapped how many free drinks they’ve enjoyed, their most-frequented pub, how much they’ve saved this year and more. In total, our users have saved almost £2 million in sponsored drinks, having a majorly positive effect for the hospitality industry. Our users go on to stay and spend, leading to 3x that amount in tracked incremental spend for our venue partners. At a time when the UK are going out 33% less frequently, we are proud to have been able to support the industry in 2023. DUSK gives consumers the excuse they need to start a night out. If you’ve used DUSK this year, you can check out the full activation in app now.

The rise of dark spirits on DUSK. The annual Bacardi Cocktail Trends Report for 2024 identified dark spirits as a key area of innovation and growth globally, seen in the increase of new drinkers to the category and existing drinkers increasingly diversifying their palette. In the final quarter of 2023, dark spirits categories on DUSK have seen some outstanding results. 🥃 We’re serving 32,000 whisky and rum cocktails in Q4 alone, with users heavily engaged and converted for our clients. DUSK benchmarks across both categories have seen an average: ✨ 88% of users saying they intend to re-purchase the next time they’re out ✨ 76% of users trying the category for the first time ✨ 96% recommending their drink to friends With thanks to our client partners Diageo, Bacardi, Proximo Spirits and Brown-Forman.

Supporting the recent NPD launch of Bacardi Caribbean Spiced Rum, DUSK has been tasked with bringing the heat this winter, offering thousands of free Bacardí cocktails to Millennials and Gen-Zers across the UK. Heroing a unique on-menu serve across our partner bars, consumers can easily discover their favourite way to drink Bacardí Caribbean Spiced Rum. We will be comparing serve ratings, customised audience insights and sales data to see which serves work best with which demographics. To kick off the campaign, we’ve teamed up with Greene King, Metro Pub Co & Nightcap Plc bars - with more venues to come over the next few weeks. Bacardí Caribbean Spiced Rum delivers a taste of the tropics - blended with spice, fresh pineapple and coconut flavours. Download DUSK to enjoy yours. With thanks to Mark Boyle and the team at Bacardi. https://share.dusk.app/

Raising a toast 🥃 to our first complete app takeover. Throughout November, DUSK put 7,000 Woodford Reserve Old Fashioneds into the hands of a new generation whiskey drinkers. Working with 80+ venue partners to promote multiple Old Fashioned serves across the length of the country. To deliver a complete app takeover, we spiced the DUSK platform up across every touchpoint for an exclusive & customised user experience. Unique splash screens, motion CTA’s, UGC prompts, glossy map pins - you name it. On our marketing channels, we wove emotive brand storytelling to showcase the legacy of Woodford Reserve; motivating our audience to try the iconic cocktail. On paid, we drove demand through an initial awareness campaign pre-launch, retargeting high intent users during the month. The result? Our Gen-Z & Millennial audience loved the Woodford Reserve Old Fashioned so much, we had to increase the total number of serves available before the month was up. 🥃 98% would recommend a Woodford Reserve Old Fashioned to friends since trying it 🥃 90% would buy a Woodford Reserve Old Fashioned again 🥃 82% were trying a Woodford Reserve Old Fashioned for the very first time 🥃 56% of redemptions were under 26 🥃 44% were completely new to the whiskey category With thanks to the incredible teams at Brown-Forman and Spark Foundry; Freya Barratt, Kiera Flynn, Ashlee Bokor, Julian Okai, Pam Rai, Annabel Streete, Justin Rock, Anna-Christina Mouawad.

150,000 free drinks - given away on DUSK over the summer. DUSK was on 🔥, celebrating our biggest season to date, with redemptions up 152% on summer ‘22. We’ve helped major (and a few emerging) brands in the industry increase market penetration, target new audiences, drive brand awareness, trial NPD and support their OOH marketing effectively by driving trial. For our venue partners, we’ve driven a whopping £2.7M in tracked incremental spend using card linking technology over the summer, supporting an uplift in spend per head, footfall and customer discovery. We’ve run campaigns and captured audience insights for: - Johnnie Walker - Bacardi - Diageo - Proximo Spirits - Asahi Europe & International - Campari Group - The Kraken Rum - Brockmans Gin - St-Germain - Bombay Saphire Gin - The Diageo Draught Cocktail Portfolio - Tanqueray - Patrón - Baileys - Laine Brew Co - Greene King DUSK was on everyone’s lips this season. Want to be part of it next year? Get in touch via https://dusk.app/.