Budweiser Ice Cold campaign offers money off for good weather
Budweiser is today launching a novel campaign that will see it bringing down the price of a pint as the temperature rises.
Consumers who download the ‘Budweiser Ice Cold Index’ mobile app will be entitled to a free pint if the temperature reaches over 20�C. They will receive €2 off at participating Index bars when it’s 18�C or 19�C, and a €1 mobile voucher when it’s 16�C or 17�C.
Anyone downloading the app can avail of these offers from today until 31 August and will also receive one free pint of Budweiser Ice Cold, regardless of the weather.
The offer is limited to one free or money-off voucher per day, depending on the weather. According to Diageo, which distributes Budweiser in Ireland, there will also be a limit of four vouchers per week in line with its strict adherence to the promotion of responsible drinking.
Budweiser Ice Cold Index will be supported by a heavyweight ATL summer campaign created by DDB UK which includes outdoor, print, radio, online, POS and TV.
The TV commercial premieres on RT�2 during the Champions League semi-final soccer match tonight. Shot on location in Cape Town and directed by James Rouse, it features the Budweiser Ice Cold Index weatherman Scott Campbell on a beach location explaining the concept.
“Budweiser Ice Cold Index is an innovative concept, which we feel will excite consumers and we are thrilled to be the first brand to bring mobile vouchering to the Irish on-trade,” said Christopher Wooff, senior brand manager, Budweiser, commented.
“We have had such a positive response from our on-trade customers with over 2,500 participating bars nationwide.”
The mobile app, which is free to downlad, was developed by UK digital agency Marvellous and designed by DDB UK. It includes a pub finder to help users locate a nearby participating Index pub, as well as bar reviews and special rewards for loyal Budweiser Ice Cold drinkers.
The Budweiser Ice Cold Index App is free and can be downloaded on most smart phones. For all other phones free text the word ‘INDEX’ to 50400.