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British American Tobacco
British American Tobacco is a British multinational company that manufactures and sells cigarettes, tobacco, and other nicotine products. The company, established in 1902, is based in London, England. Since 2019, it is the largest tobacco company in the world based on net sales. BAT has operations in around 180 countries and its cigarette brands include Dunhill, Kent, Lucky Strike, Pall Mall, and Rothmans.
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Context

Lucky Strike, its most consumed brand of cigarettes, sponsors many of the festivals, parties and events that are carried out in the region.

The company sought to carry out a disruptive action by creating an application that allows interaction between the different people who attend the shows. It seeks to develop a solution that allows its consumers to retain their loyalty.

Strategy

Together with the famous marketing agency DiPaola we designed and develop an application whose objective was to retain users and get to know them better.

  • Multiplatform: Developed natively for iOS, Android devices + an administration web portal.
  • Access by Geo-location: Only users who attend an event can log in and see who else attends to try to generate a match, Lucky Strike promoted matches with special prizes.
  • Chat Online: Multiplatform and with characteristics similar to WhatsApp, users who coincide could chat with each other.

Additionally, the solution is integrated with the Business Intelligence platform used by the organization in order to learn more about the habits and customs of users.

Results

  • It was possible to integrate the platform with an age validation system due to the characteristics of the brand. Only those who were of legal age could access it.
  • Administrative governance: Administrators can create events, invite users and know in advance how many users will attend, how many matches were made, etc.
  • The information obtained through the app fed the Business Intelligence platform, which made it possible to better segment the type of communication and organization of events.

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