The latest UK ad campaign of drink brand Stella Artois Cidre consists of ads that will only appear when there’s a 2-degree rise in temperature above the national average.
The weather-activated ad campaign, which was created with Liveposter and Posterscope, works on a scheduling system connected to digital out-of-home ad spaces. The ads turns on and off based on real-time readings from a weather data plug-in. That means the ads will only show in warm weather in that particular location and won’t appear in areas with lower temperature or rainy weather.
The ads are part of a larger summer campaign by Anheuser-Busch InBev and it is the first time for the global brewer to employ weather-activated and location-based ads in real time. AB InBev plans to use the same approach with its other brands like Budweiser and Beck’s, depending on the success of the campaign.