The Budweiser Ice Cold Index Relies on the Weather for Pricing
Jamie Danielle Munro — June 13, 2011 — Marketing
References: icecoldindex.ie & adverblog
Ireland is receiving a treat this summer from the Budweiser Ice Cold Index campaign. By downloading the Budweiser application on a smartphone, users receive deals everywhere on Budweiser depending on the weather. According to the Budweiser slogan, "the hotter the day, the less you pay."
The deal fluctuates according to the weather. If the day is scorching then users receive a Budweiser at the nearest pub for free. A 16 degree day also merits a couple euros off a drink, which is still a decent deal. Although this campaign would cause Budweiser to lose money in predominantly warm-weathered climates, the stunt works well in Ireland where plus 20 does not occur every day. For the Irish, the Budweiser Ice Cold Index is a great way to combine a thriving drinking culture with clever marketing.
The deal fluctuates according to the weather. If the day is scorching then users receive a Budweiser at the nearest pub for free. A 16 degree day also merits a couple euros off a drink, which is still a decent deal. Although this campaign would cause Budweiser to lose money in predominantly warm-weathered climates, the stunt works well in Ireland where plus 20 does not occur every day. For the Irish, the Budweiser Ice Cold Index is a great way to combine a thriving drinking culture with clever marketing.
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