Stella Artois Cidre unveils digital thermo-activated advertising
Stella Artois Cidre has unveiled an out-of-home campaign with Posterscope, which will see digital ads for the apple and pear cider brand appear based on real-time weather. The campaign, which shows boxes of handpicked apples, sees bespoke scheduling service Liveposter automatically turn ad spots on and off based on the results of a real-time weather data plug-in; meaning a two-degree increase in temperature above the national average will see the cider ad displayed in that location. Andy Logan, marketing manager for Stella Artois Cidre said: “This summer, Stella Artois Cidre, the most sophisticated cider brand will deliver the most sophisticated summer of refreshment, right on cue when the temperature rises. “This innovative media mechanic is yet another way we are pushing the boundaries through digital technologies to be relevant to our consumers, at just the right time.” Ads will not appear in in locations registering lower temperatures or where it is raining.