Saturday, March 17, 2012

Budweiser: Merging the real and virtual to create an innovative sales promotion campaign

The Budweiser Ice Cold Index is a new app, launched by the beer brand, which will reward fans with an ice-cold pint when they really need one: when it's hot outside. The app works by giving users e-vouchers (on designated days, when the temperature rises to 16 degrees Celsius and beyond). These e-vouchers can be redeemed at any one of the 2,500 participating bars in Ireland.


The e-vouchers come in three varieties: 20 degrees and above gets you a free pint, 18-19 degrees gets you €2 off, and 16-17 degrees gets you €1 off. The vouchers are redeemable between 1:00 and 11:59 pm. This unique promotion is the first of its kind in Ireland, and makes great use of mobile- and location-based marketing.

Provided it works in Ireland, the promotion will be carried forward to the rest of the UK. What do you think of this innovative use of mobile vouchers? Do you think it could work in India? Let us know in the comments below.


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