Bulmers is launching a major marketing campaign – featuring experiential, promotions, giveaways, and its first use of augmented reality – to push the brand to consumers and the trade.
The initiative, devised by agency Space, goes live this week and features the four Bulmers variants: No 17, Original, Pear and new limited edition Vintage Reserve.
In and out of store sampling at over 200 Tesco, Morrisons, Sainsbury’s and Asda outlets will see shoppers served Bulmers and those who make a qualifying purchase will receive a free Bulmers glass.
An on-trade promotion targeted at 10,000 outlets will feature high visibility point of sale material and will include a promotion in partnership with useyourlocal.com, where drinkers can rate their pint of Bulmers and the pub they are in.
Drinkers will be asked to scan a QR code using their mobile phone and score the quality of their Bulmers to enter into a daily prize draw to win £300 to spend on gig and event tickets. Every entrant will also be entered into a draw to win a year’s worth of tickets.
And, for the first time, Bulmers is featuring augmented reality as an integral part of its engagement strategy. Accessed via the download of a Bulmers custom-made app or through Aurasma, consumers can experience the perfect pour of a Bulmers through their smartphones by pointing a handset at campaign drip-mats, posters or window vinyls.
Both apps will be available on iPhone, Android phones, iPads and Android tablets.
Bulmers brand manager from Gillian Graham said: “We want customers to experience Bulmers at its best, whether they’re at home or in the pub. The campaign virtually brings to life the quality credentials of Bulmers and we want to encourage consumers to demand and the ‘perfect serve’ of Bulmers wherever they drink it.”
Space managing partner David Atkinson added: “Bulmers is an innovative brand and we’ve been given the freedom to create a campaign that really brings a simple brand experience to life in the best possible way.”
