Bulmers launches Perfect Pint AR activity

Bulmers: current TV marketing campaign features Plan B
Bulmers: current TV marketing campaign features Plan B

Bulmers, the cider brand, is launching an augmented reality marketing campaign tomorrow (6 April) to show consumers how to serve a perfect pint.

The campaign, created by agency Space, features predominantly in the on-trade market, with AR markers appearing on drip mats, point-of-sale posters and window vinyls across 10,000 pubs in the UK.

Consumers who download the Bulmers app and point handsets at the AR markers will see their pint become animated, and will be shown how to serve it professionally.

Supporting activity includes a sampling campaign in Morrisons, Tesco, Asda and Sainsbury's. On-trade outdoor messaging will encourage consumers to scan the Bulmers QR codes to enter a daily competition to win £300 worth of gig and events tickets.

Gareth Turner, senior brand manager at Bulmers, told Marketing that it was important to show people how to serve the product, but that consumers didn't want to be "preached" at.

He said: "People don't want to be told how Bulmers must be drunk, but if you can bring the brand to life at point of purchase, then people will engage with it.

This week, Bulmers' marketing campaign featuring Plan B and using the strapline, 'Bulmer's keeps things original', returns to TV.

Stella's Cidre variant, launched last year, hasn't perturbed Bulmers or caused it to change strategy.

Turner said the competition made the cider category more "vibrant", causing the market to continue to be led by product innovation.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES


Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage