Bulmers has unveiled two new flavours of ciders, Bold Black Cherry and Pressed Red Grape, though a social media campaign.
Social media agency, We Are Social, developed the activity, which has aimed to ignite interest and create conversation amongst Bulmers’ social media communities.
The campaign, which began this week, has targeted key Twitter influencers who have previously expressed an interest in Bulmers, by asking them if they would like to be among the first in the country to try the products.
The launch will also focus around a ‘Try it first’ Facebook app, which will be found on the Bulmers UK Facebook page. Fans will be asked to enter their email address to be in with a chance of being one of the first people to try the new flavours
Michael Gillane, brands director , Bulmers commented on the campaign: “Our social media communities are made up of some of our most loyal fans. We always look to reward them whenever we can and We Are Social’s campaign does exactly this.
“For us, social media is the ideal platform to talk about a new product - it allows us to listen and respond to the feedback of our most engaged fanbase on an immediate basis - it’s a hugely significant evolution in new product launches.”
Seb Robert, senior account director at We Are Social said: “Offering a ‘first’ on social media is always a good way of kicking off conversation about something new, which is why Bulmers chose to use Facebook to unveil these new products.
“We’re looking forward to hearing what Bulmers fans think of both varieties over the next few weeks.”
As part of the campaign Bulmers will also select ten winners each week for two weeks, who will each be sent a case of their flavour of choice. The packaging will contain a call to action, encouraging winners to post pictures of themselves with the new bottles to Facebook and Twitter to share with other Bulmers fans.