Conditional Cashback
Budweiser - The hotter the day, the less you pay!
- Product
- Budweiser Ice Cold
- Promotion
- Mobile Vouchers Promotion
- Promoter
- Diageo Ireland
- Promotion Period
- June to Aug 2011
Some background…
In a world-first drive to get pubs connecting with the ‘social media generation’, this unique Budweiser Ice Cold promotion has mobile phone technology at its core. Based on the concept “the hotter the day, the less you pay”!, mobile vouchers and facebook invitations aim to get consumers flocking to their local Irish pub in their droves.
The mechanics…
Consumers download a free phone app and receive mobile voucher discounts on pints of Budweiser Ice Cold depending on the temperature on a given day. The hotter the temperature, the greater the discounts… peaking at 20+ degrees when free Budweiser vouchers will be received by all App owners. The App also gives Budwesier the option to provide additional rewards, for example, on Bank Holidays, or send adhoc marketing messages.
To redeem any of these mobile vouchers, consumers need to visit their local participating bar and request the outlet code from the barman. Once this code is entered, a live voucher is then issued on-screen which needs to be shown to the barman during the 2 minutes before it expires. Each time a consumer redeems one of these vouchers they have the option to post the fact on their Facebook page, inviting their friends to join them for a pint.
With our weather becoming even more unpredictable than past years, this type of promotion is a perfect example of how crucial risk cover is for brands wanting to avoid financial catastrophe in the event of an unexpected outcome… in this case, a baking hot summer!!
