Budweiser Bud Ice Cold Index

People have always been fascinated by the weather but their interest is set to reach new heights in Ireland this summer with the launch of Budweiser Ice Cold Index. To drive trials of Bud Ice Cold in an innovative way and own summer, the key season for beer sales, DDB UK have developed a revolutionary participation platform ‘The Bud Ice Cold Index’. The centrepiece is an innovative mobile app that utilises cutting edge e-vouchering technology that matches real Irish temperatures to the offers Irish consumers receive off their pint.

The Budweiser Ice Cold Index means that on days reaching 20°C and over, consumers will enjoy a free pint.  There will be €2 off when it’s 18°C or 19°C outside, and for 16°C or 17°C weather, there will be €1 off at participating Index bars. You can check the day’s offer via the App which will update you on the temperature of your region each day at 1pm. Simply put, the hotter the day the less you pay.

By using daily weather feeds and linking a discount at the bar directly to the weather, Bud Ice Cold are not just talking at the consumers but making them an active part of the campaign by encouraging them to download and engage with the app before passing it on to friends.

Budweiser Ice Cold Index will be supported by a heavyweight ATL summer campaign  which includes outdoor, print, radio, online, POS and TV. Shot on location in Cape Town and directed by James Rouse, the TV ad features the Bud Ice Cold Index Weatherman Scott Campbell on a beach location explaining the concept of Index. With participation at the core of the campaign, the weatherman we’ll be delivering daily news, competitions, Index updates and invitations to the hottest events throughout the summer on the Facebook page.

• Bud Ice Cold Index
• Bud Ice Cold Index Facebook

31 July 2011