The drink brand launched a weather-activated ad campaign with ads appearing only during high temperatures.

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.

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