How Brandy's Turned 970 Contacts Into a Packed House on World Cup Opening Day
One SMS send. About 100 people through the door.
Brandy's had a problem a lot of bars know well. Regulars loved the place, specials sold well when people knew about them, and events like the World Cup opener were exactly the kind of thing that could fill the room. The gap was reach. There was no system in place to collect customer contact information, and no reliable way to tell people an event was happening. Word of mouth and social posts could only do so much.
Setting up the list
Brandy's installed BuzzyBooth to start capturing customer contact information at the point of visit, when people were already in the room and glad to be there. Starting from zero, with no contact list and no prior system, the kiosk captured over 1,500 contacts and generated 3,000 pieces of branded social media content in three to four months.
The World Cup campaign
With a list built, Brandy's ran its first real test: an invite to customers for World Cup opening day on June 11, with drink specials to match. The message went to 970 contacts.
More than 100 people showed up. The place was packed.
“We ran our first campaign for the World Cup, inviting customers to join us for opening day with drink specials. We sent it to a list of 970 contacts, and about 100 people showed up. The place was packed.”
Why it worked
None of this required Brandy's to change how it operated. The kiosk sat in the flow of a normal visit, capturing information customers were willing to give. That list became an asset the bar could use whenever it needed to fill seats, not just for one campaign, but for every one after it.
The pattern holds for any bar with regulars and foot traffic. The contacts are already walking through the door. What's usually missing is a system to capture them and a way to reach them again when it matters, whether that's a big game, a slow Tuesday, or a new menu launch. Brandy's went from no contact list to 1,500+ contacts and a packed house off a single send in under four months. The mechanism is repeatable because it doesn't depend on anything unique to Brandy's.