Ben Butler, Drinkaware www.charitycomms.org.uk/events

1. Digital Communications Conference
Going mobile at Drinkaware
Ben Butler, Head of Digital, Drinkaware

2. Five things I’ve learnt about mobile
By Ben Butler (aged 32 years and 25 days)

3. Drinkaware was set-up in 2007
To increase awareness of:
• Why and how to drink safely and responsibly.
• The impact of alcohol misuse on the health and well-
being of individuals, their families and communities.
Improve attitudes towards:
• Motivation and personal responsibility to drink sensibly.
• Binge drinking and drink-related disorder.
Effect positive changes in drinking behaviour

4. Targeted campaigns
Parents and young people
• Encouraging parents to talk to their children about
alcohol before they start drinking
Young adults aged 18-24 years old
• Sensible drinking tips to prevent a good night going bad
All adults
• Awareness of alcohol units and health-related harms

5. 1. 2011 is the year of mobile
(... No, I really mean it this time)

6. UK mobile usage
• 48.5m mobile subscribers in the UK
• 35% of all new phones sold are smartphones
• 91% of mobile users keep their phone within one metre of them 24
hours a day
• 65% use smartphones to kill time when travelling to work
• 91% use smartphones during downtime in work
• 20% of internet traffic is mobile (UK)

7. Traffic to Drinkaware.co.uk from mobile sites
has increased by nearly 200%
45000
40000
35000
30000
25000
20000 2010/2011
15000 2009/2010
10000
5000
0
Mar
Aug
Dec
Oct
June
Nov
July
Sep
Jan
Feb
April
May

8. Top 10 pages accessed via mobile devices
1. Unit calculator
2. Homepage
3. Drink driving
4. Calories in alcohol
5. Alcohol poisoning
6. Dealing with a hangover
7. Alcohol and breastfeeding
8. Are you ready to cut down?
9. Guide to units and measures
10. Tips on cutting down

9. …but there are questions we still need to
answer
• Are we optimised for mobile?
• Is the site mobile friendly and not just accessible via mobile devices?
• Is it a fully functional mobile site and not just a ‘website on a mobile’?
• Have we factored in our audience’s mobile needs?

10. 2. Understand how mobile fits with
your objectives and your audience
…and therefore understand how you
should be ‘doing’ mobile

11. “It is only when you understand how mobile fits within your
plan and within the lives of your target audience that you
can begin to set its objectives. This objective may be
reached via a mobile site or app, perhaps even driving
downloads of that app... But the app production or use of a
QR code cannot be the objective, planning mobile from
day one helps avoid this.”
‘How to get started in mobile’ - IAB

12. Why let good times go bad?
Campaign aims and objectives:
• Reduce frequency of drunkenness
• Decrease social acceptability and desirability of drunkenness
• Promote and increase adoption of tips

13. Contextualise
the Tipping
Point
Tim e s Bad Ti
G o o d mes

14. Our insights
1. Users want to get ‘good drunk’ – i.e. not step over
their tipping point
Provide practical and fun tips and help to help them
stay the right side
2. Their tipping point is often unknown
Provide them with a fun way of understanding their own
limits to keep good nights lasting longer
3. We have little place currently in their social &
conversational world.
Frame the debate in their world, with their content on
their device
4. What their peers think and their social standing is
paramount
Embrace social networks that keep them connected but
deliver personal tips and tools to keep a good night good

15. Our audience : A night in the life..
• Invite a group of
• Review personal friends to a night
and peer group out – detailing
posts start, end time/date
• Self evaluate and location
• Debate - WGTWB • Debate where to
go
• Drink capture
• Post private
pictures and
comments • Proactive tip –
• Rate good/bad time to eat before
time we start
• Tip – water time • Check that friends
• Help – time to bail. are on the way
Call a taxis!

16. …A mobile app is the answer
It is the only lifestyle tool that:
• is with them 24/7 on the night and after the night
• enables co-creation & participation
• always on and always connected
• automatically captures your location
• can capture the moment in photos and comments
16

17. 3. Provide utility and offer value
…why would they ever voluntarily
engage with the ‘fun police?’

18. Industry apps
Responsible
Drinking Responsible Drinking: Wide selection of apps to track
• BAC Calculator drinks and BAC. All single purpose and mainly formal.
• Big Night Out Unlikely to engage with majority of 18-24yr olds
• Can I drive yet
• DrinkSafe
Branded Apps
• Heineken - Know
the signs Branded Apps: Majority of apps provide a location
• Carlsberg - based service with the ability to find a bar which serves
CatNAV
their ‘brand’. Others align with their sponsorship to
• Smirnoff - Time
out deliver integrated media offering from Guinness and
• Stella Artois – Le Rugby to Smirnoff & timeout. Half do not link to brand in
Bar guide their name
• Diageo – TheBar
• Guinness – Rugby

19. General market
Location Location : Key differentiator of mobile ‘location’ is key
• Foursquare to delivering successful utility apps. These examples
• Yelp are all based around delivering ‘offers’, ‘info’ or sharing
• Around me
reviews/experiences based on a users location
• GoWalla
Social
• Facebook Social : one of the more popular categories with this
• iloader for segment, although most popular apps are not the
facebook ‘official’ social network app, but those that enable
• Twitterific aggregation or posting easier - e.g. G-Wizz! Or
• G-Wizz! Social
Twitterfic.
Night out
• Last night never
happened Night out : Selection of individual utility apps that range
• Squark! from providing info on taxis & locating friends to
• Call a taxis collating or deleting a stream of social network posts.
• Lynx stream

20. The solution :‘Good times’ application
Capture, track and relive your night
‘Good times’
• Ever forgot what happened last night?
• Ever lost a friend on a night out?
• Ever wondered if someone got home safely?
• Ever wish you hadn’t had that last drink?
• Ever wished you didn’t feel embarrassed by
the night before?
• Ever wanted help on a night out?
If the answer is “Yes’ to any of the above here’s
the app for you…..

21. Keeping the good times going
1. Tracks friends
• See where you and others went during the night
• Live GPS tracker of who went where, when
• Stay safe – See when others have arrived home
safely
2. Documents the good times
• View live scrapbook of everyone's pictures, posts
on one place sorted by friend, time & location
• Pictures and posts rated ‘good times’ or ‘bad
times’
• Relive, upload an comment on the night the
morning after with your friends

22. Your tools, when you need them
1. Help
• Access to taxis wherever,
whenever you need it
• Tips & Tricks on keeping sober
during the night to dealing a
hangover the morning after
2. Drinks tracker
• Capture what you drank and the
effects on you & the night

23. 4. Be positive and integrate
(…That’s really a 4(a) and a 4(b))

24. Driving engagement – we are on a
journey
Tim e s
G o o d
Yesterdays audience : Today’s audience:
Offline Posters Digital, mobile & social
24

25. Out of home media

26. How will it be promoted?
PR
Out Of Home Media Social
Media
WLGTGB WLGTGB
Mobile site Applications
On & Off Trade Media
Digital display
Targeted mobile media

27. 5. Evolve and refresh
(…and keep it interesting)

28. The future…
Provides a platform for more
relevant partner collaboration,
sponsorship and even
revenue generation…

29. Any questions?