Additional Information


Content

Bulmers launches Perfect Pint AR activity

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

Bulmers: current TV marketing campaign features Plan B

Bulmers: current TV marketing campaign features Plan B

Share this article

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


This article was first published on marketingmagazine.co.uk

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

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Call the local shots External website

by Greg Taylor, 03/09/2014

 

Braveheart v Bravehead External website

by Ian Moore, 02/09/2014

 

Tiny tasters External website

by Greg Taylor, 02/09/2014

 

Back to top ^