Bulmers Cider launches a new campaign to interact and engage consumers by educating them about the product
Apparently, there’s more to serving a pint of cider than just pouring it in a glass. Bulmers will be launching an augmented reality app that shows users how to professionally pour and serve the alcoholic beverage. To see the animated video, users will need to download the app and point their smartphones at special QR codes. These barcodes will appear on drip mats, posters and window vinyls across 10,000 pubs in the U.K.
The campaign was created by the ad agency Space and also includes other marketing activities such as sampling events and outdoor print ads that encourage consumers to scan the Bulmers QR codes to enter a daily competition. Gareth Turner, Senior Brand Manager at Bulmers, commented that,
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.