Objective:

What I Delivered: Developed and designed a multi-tiered brand activation system for Dolly Wines by transforming classic bingo into a modern, scalable on-trade experience.

Dolly Wines sought to create an activation that would increase both brand awareness and revenue across on-trade venues. To achieve this, I developed a strategic framework that reimagined the nostalgic game of bingo through three distinct formats: a digital activation, a weeknight after-work social, and a larger weekend brunch event. Each tier was crafted to suit different levels of venue commitment and customer engagement, ensuring the on-trade cleints and brand could scale the experience with ease.

Guided by the resurgence of interactive entertainment in bar culture, I approached the concept from the guest’s perspective by mapping out the entire journey from sign-up to prize collection. By deconstructing bingo’s familiar mechanics, I was able to rebuild it as an accessible yet premium experience with cohesive marketing, staff, and gameplay materials.

The final activation kits (including branded marketing collateral, game kits, décor, and prize lists) were ideated, providing a ready-made solution for deployment. The concept was met with strong internal enthusiasm and featured in the client’s showcase to on-trade and retail buyers for potential brand adoption.