Heineken Backs Bulmers with Multimedia Campaign

HEINEKEN’s leading modern cider brand Bulmers is launching a new press, outdoor and digital campaign next month in tandem with a new innovative partnership with XFM, Clear Channel and CBS to deepen engagement with brand consumers and social media fans and followers.
 
New press and outdoor advertising created by adam&eveDDB, with media buying through MediaVest, showcases the two new Bulmers variants - Bulmers Cider Bold Black Cherry and Bulmers Cider Pressed Red Grape- launched in March. The tactical campaign will see the new flavours promoted via high profile advertising sites throughout the UK and will be complemented by heavyweight print activity in major national press titles including The Guardian, Metro, The Times and The Independent.
 
A digital campaign, created by social media agency We Are Social along with integrated agency - Space, and coupled with a cross-media partnership agreement brokered by MediaVest with XFM Radio, Clear Channel and CBS, will run concurrently to reflect the lifestyles of the brand’s audience as they begin to embrace and enjoy their weekend. Space is responsible for the on and off-trade activation of this campaign.
 
The campaign, which revolves around the #beginwithabulmers Facebook app, will allow people to share personal ‘good times that begin with a bottle of Bulmers’.  As fans share their experiences, they will contribute to an overall social volume that will be tracked by the app. When the response reaches campaign milestones, giveaways will become ‘unlocked’ providing Facebook fans with the chance to claim prizes including tickets to events, Bulmers product and exclusive merchandise.
 
The brand’s Twitter followers will also be able to enter the competition by tweeting their Bulmer’s experiences using #beginwithabulmers
 
The XFM, Clear Channel and CBS initiative involves a unique real time promotion, using outdoor technology enabled by Grand Visual across the entire summer with XFM, celebrating the start of the weekend and inviting listeners to share their plans to get their weekend up and running in style courtesy of Bulmers.  Powered by #beginwithabulmers, presenter Jon Holmes will produce a guide to what listeners are up to every Friday evening, based on their Tweets.
                                                 
Michael Gillane, Brand Director – Ciders at HEINEKEN said, “We are backing the Bulmers’ portfolio with the biggest marketing investment in the brand’s history .Whatever the weather, the new campaign will provide an exciting multi-media platform that will allow and encourage Bulmers drinkers to share their experiences of a great British Summer.
 
“The outdoor and press advertising will drive awareness and sales of Bulmers’ newest product variants and the new Facebook app and link-up with XFM, Clear Channel and CBS will enable us to continue to reward the loyalty of our highly-engaged fans across a spectrum of social media.