Stella Artois Cidre Running Weather-Activated Ads

The outdoor effort takes over digital out-of-home ad spots when the temperature rises two degrees or more above the average in that specific location. Anything below, and the advert will not appear. It serves up a scene of handpicked apples with the brewer looking to highlight the cider’s taste at times when people are most likely to impulse buy.

It is the first time AB Inbev has served weather-activated, location-based ads in real-time and the company plans to expand the approach to other brands such as Budweiser and Beck’s depending on how successful it is. The activity, developed in partnership with Posterscope and Liveposter, is part of a wider summer campaign launched last month.
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