Budweiser case - key objectives
Evaluate Diageo’s integrated campaign for the launch of the Budweiser Ice Cold Index Ireland. What were the key objectives of the campaign?
On a hot day, nothing is better than an iced cold beer. Wouldn’t it be amazing if as the temperature went up the price of a beer came down? With the new Budweiser Ice Cold index, the hotter the day the less you pay. All you needed to join was the sun shining and a clever mobile app. The free smart phone app showed your local temperature and how much you’d save that day, it even directed you to one of 2,700 participating pubs and let you claim your pint for a reduced price or if it was really hot, for free.
Budweiser intended to promote and advertise their new brand to the 18 – 34, female and male demographic. In order to achieve this, a number of objectives were outlined. 1) Actually effect a behaviour change and drive trial in an innovative way. 2) In doing so bring new customers into the portfolio and drive volume through the summer months. 3) Drive Bud Ice Cold’s summer refreshment credentials. 4) Build up the Bud Ice Cold brand values: fun, aspirational, youthful and at the heart of group social occasions. Diageo wanted to develop an exciting campaign that would directly connect with their demographic, who were also in turn the largest users of the social media market.
The concept of the Budweiser Ice Cold index was developed by DDB UK and it instantly took hold of Diageo’s focus. To make the index work Budweiser needed an avenue of distributing vouchers to their customers. They had certain targets to achieve, to incorporate this vouchering system, 1) compatible with Diageo’s existing content management systems. 2) Able to feed into a detailed real-time reporting system so that they could reassure pub landlords they would be reimbursed on a weekly basis for whatever they had sold on discount. 3) Able to feed into a basic front-end architecture for delivering time-sensitive vouchers to mobile handsets in a way that
On a hot day, nothing is better than an iced cold beer. Wouldn’t it be amazing if as the temperature went up the price of a beer came down? With the new Budweiser Ice Cold index, the hotter the day the less you pay. All you needed to join was the sun shining and a clever mobile app. The free smart phone app showed your local temperature and how much you’d save that day, it even directed you to one of 2,700 participating pubs and let you claim your pint for a reduced price or if it was really hot, for free.
Budweiser intended to promote and advertise their new brand to the 18 – 34, female and male demographic. In order to achieve this, a number of objectives were outlined. 1) Actually effect a behaviour change and drive trial in an innovative way. 2) In doing so bring new customers into the portfolio and drive volume through the summer months. 3) Drive Bud Ice Cold’s summer refreshment credentials. 4) Build up the Bud Ice Cold brand values: fun, aspirational, youthful and at the heart of group social occasions. Diageo wanted to develop an exciting campaign that would directly connect with their demographic, who were also in turn the largest users of the social media market.
The concept of the Budweiser Ice Cold index was developed by DDB UK and it instantly took hold of Diageo’s focus. To make the index work Budweiser needed an avenue of distributing vouchers to their customers. They had certain targets to achieve, to incorporate this vouchering system, 1) compatible with Diageo’s existing content management systems. 2) Able to feed into a detailed real-time reporting system so that they could reassure pub landlords they would be reimbursed on a weekly basis for whatever they had sold on discount. 3) Able to feed into a basic front-end architecture for delivering time-sensitive vouchers to mobile handsets in a way that