Redemption performance for the Official Beer & Discovery Mug across the three-day activation. Figures are net of voids; pre-event setup scans (9–10 Sep) excluded.
Saturday carried the activation — 51.4% of all redemptions landed on 12 Sep. Every day peaked in the early-evening window.
Sat 12 Sep was the standout — 582 mugs, driven by a 146-mug surge at 20:00, the single busiest hour of the activation.
Aggregated across all three days, demand builds sharply from 17:00 and holds through 21:00 before tapering.
Discovery Pass holders drove nearly two-thirds of redemptions and led every day. The Saturday spike had a clear cause: the EmoNightSG Live crowd — 230 mugs, all on 12 Sep.
Strip out the EmoNightSG one-night crowd and Saturday (582) sits much closer to Friday (401) — the base Discovery audience actually tapered across the weekend (354 → 250 → 117).