Diageo were targeting 18-34 year old ‘summer-switchers’: people who were more open to switching from their regular choice at the bar and trying new drinks- they wanted to spur a switch into Bud during the summer. With Tribal DDB we developed the “The Bud Ice Cold Index”, a mobile vouchering platform that pegged the price of beer to the real world temperature. The front end user experience world across as an application on all major mobile operating systems – including iOS, Android and Nokia