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.
Trend Themes
1. Weather-based Pricing - Using weather conditions to determine pricing offers a disruptive innovation opportunity for businesses to create targeted promotions and discounts.
2. Dynamic Deal Structures - Implementing dynamic deal structures based on real-time conditions like weather can create engaging experiences and drive customer engagement.
3. Personalized Promotions - Leveraging personalized promotions tied to changing weather patterns enables businesses to tailor offers and incentives to individual customers.
Industry Implications
1. Alcohol & Beverage - The alcohol and beverage industry can explore weather-based pricing models to attract customers and increase sales by incentivizing purchases with fluctuating prices.
2. Hospitality & Entertainment - The hospitality and entertainment industry can utilize dynamic deal structures tied to weather conditions to create unique experiences and drive foot traffic.
3. Mobile Applications - The mobile applications industry can develop personalized promotional tools that utilize weather data to offer targeted discounts and rewards to users.
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