While at Grand Central Creative, I developed Dolly Bingo, a scalable on-trade activation concept for Dolly Wines designed to build brand awareness and drive revenue across hospitality venues. The opportunity was to turn a familiar game into a more premium and social brand moment, giving venues an easy-to-adopt experience that could bring people together around wine, play and occasion.

The concept was built across three activation tiers: a digital mechanic, a weeknight after-work social and a larger weekend brunch event. By mapping the customer journey and deconstructing bingo’s familiar rhythms, I rebuilt the experience around accessible gameplay, clear participation cues and moments of reward. Each tier was supported by cohesive marketing, staff and gameplay materials, allowing the brand and its on-trade partners to scale the idea from light-touch participation to a fuller event format.

Across concept development, journey mapping, visual direction and activation toolkit thinking, the project translated a traditional game into a contemporary wine-led social experience. The final concept was met with strong internal enthusiasm and featured in the client’s showcase to on-trade and retail buyers as a potential platform for brand adoption.