The London Pride Brewery has had a bar in the English capital for decades. As such, it knows that Londoners are especially apt to stop in for a quick draught when the weather turns inclement. Fostering that all too understandable habit, the brewery has unveiled a campaign called #WhenItRainsItPours, in which it'll be giving away free pints to anyone who stops by while it's raining in London.
To announce the campaign, London Pride Brewery enlisted Michael Fish, the now-retired weatherman best known for his run on the BBC. The brewery created a goofy video with Fish, whose deadpan plays perfectly for announcing such a jovial contest.
To redeem one's free pint, people need to follow the London Pride Brewery Twitter account and periodically check in to their Periscope feed to see whether its raining. If it is, users tweet at the account and they'll receive a code that lets them redeem the pint at the brewery.
What's Driving This Trend
- Weather-based Marketing
- Using weather conditions as a marketing tool, offering free products or discounts when specific weather conditions occur.
- Social Media Activation
- Leveraging social media platforms like Twitter and Periscope to engage with customers and distribute promotional codes.
- Celebrity Partnerships
- Collaborating with influential individuals, such as retired weathermen, to create engaging content and promote marketing campaigns.
Who This Affects Most
- Beverage
- Opportunity for beverage companies to create weather-themed promotions and engage with customers on social media.
- Hospitality
- Hotels, restaurants, and bars can use weather-based marketing to attract customers during specific weather conditions.
- Advertising & Marketing
- Opportunity for advertising agencies and marketers to develop creative campaigns that leverage weather patterns and social media engagement.
