Creative in association withGear Seven

Orchard Thieves Cider Prompts Ireland to 'Scan the Fox' in Latest Campaign

Advertising Agency
Dublin, Ireland
ROTHCO launches unique AR experience that makes brand's iconic fox logo scannable anywhere in the world from any phone

As the nation gears up for the outdoor reopening of pubs in June, Orchard Thieves Cider reveals a new interactive platform for Irish consumers Orchard Thieves Cider is unleashing a unique AR experience that makes their iconic fox logo scannable anywhere in the world from any phone. Wherever it is found - whether on a can or pint glass,  stencilled on walls around the city, or on TV - the fox becomes a ticket to real rewards and experiences. Ireland will see this first-to-market technology rolled out, before it is launched globally. Irish consumers simply go to and scan any Orchard Thieves Cider fox logo with the camera on their smartphone to be in with a chance of thieving some goodies. 

Paula Conlon, HEINEKEN Ireland’s cider marketing manager commented: “At Orchard Thieves Cider,  we are consistently looking for ways to spark fun with our consumers. Our iconic fox logo is now more interesting than ever, as we have made him interactive. We have lots of amazing prizes including tickets to festivals, money-can’t-buy experiences and slick merch. We’re so excited to launch this to Irish consumers ahead of summer, who we hope will be keeping a close eye out for our fox!”

The Scan the Fox technology was developed by Rothco, part of Accenture interactive as an innovative way for Orchard Thieves to reward users based on their location, creating a huge opportunity for the brand to connect with them in a way that's exciting and engaging. Redstar, who are part of the Dentsu network are responsible for the integrated campaign which is focused on sparking intrigue and driving participation through a mix of online video, digital out of home, digital display, TV, social and an exciting and innovative digital partnership with Greencastle Media Group. Thinkhouse is responsible for creative, social and PR aspects of the integrated campaign. 

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