Integrated marketing agency Space is ramping up on-trade activity for HEINEKEN-owned cider Bulmers, as part of the brand’s #beginwithabulmers summer multimedia push, running across press, outdoor and digital/social media platforms.
The campaign encourages drinkers to share the ‘beginning of their night with a Bulmers’ through social media by adding #beginwithabulmers to their tweets, Facebook or Instagram pictures. The call to action is delivered through on-trade activity that sees 10,000 point of sale kits that carry #beginwithabulmers along with the campaign website address.
The on-trade campaign will also be supported by special Bulmers Hit Squads. Each Friday from mid-June for eight weeks, the Hit Squads will take to the streets in London, Manchester, Newcastle and Brighton, visiting designated outlets in each city and handing out samples of new Bulmers flavour variants, including the recently launched Bulmers Cider Bold Black Cherry and Bulmers Cider Pressed Red Grape.
The Hit Squads will also continue to support the digital campaign by seeking out one person who has used the #beginwithabulmers hashtag in each city, in the pub or bar they’ve been tagged in, and surprising them with a random act of kindness.
The Bulmers augmented reality app created by Space last year (available for iPhone and Android) has been refreshed by the agency to showcase the #beginwithabulmers push as well as the two new flavours. Drinkers can activate the augmented reality experience by scanning Bulmers drip mats in participating outlets with their smart phones. They will be able to pour themselves a virtual Bulmers with their handheld devices, served the ‘Bulmers Way’.
Sean Kelly, group account director at Space said: “Begin with a Bulmers is a brilliant way to tap into the blending of offline and social. It plays on this demographic’s existing habit of sharing the start of their weekends through social media, and stays relevant by engaging with them through random-acts-of-kindness rewards in the pub, there and then.”view more - Creative