Heineken-owned cider brand Bulmers has announced the launch of a multi-media campaign, which looks to promote the new ‘begin with a Bulmers’ Facebook app and two new flavours.
The campaign, which features press and outdoor advertising created by adam&eveDDB, with media buying through MediaVest, focuses on the Bulmers Cider Bold Black Cherry and Bulmers Cider Pressed Red Grape flavours which were launched last month.
The campaign will consist of high profile advertising sites throughout the UK, as well as a heavyweight print campaign in titles such as The Guardian.
A digital campaign, created by We Are Social and Space, is also set to run, promoting the new Facebook app and encouraging fans to share ‘good times that begin with a bottle of Bulmers’. The more stories that are told via the app, and using the #beginwithabulmers hashtag on Twitter, new levels and giveaways will be ‘unlocked’.
A cross-media partnership agreement brokered by MediaVest with XFM Radio, ClearChannel and CBS will see outdoor technology enabled by Grand Visual, inviting listeners to share their plans to get their weekend up and running in style courtesy of Bulmers.
XFM Radio presenter Jon Holmes will produce a guide to what listeners are up to every Friday evening, based on their #beginwithabulmers tweets.
Michael Gillane, brand director for ciders at Heineken, said: “We are backing the Bulmers’ portfolio with the biggest marketing investment in the brand’s history. Whatever the weather, the new campaign will provide an exciting multi-media platform that will allow and encourage Bulmers drinkers to share their experiences of a great British Summer.
“The outdoor and press advertising will drive awareness and sales of Bulmers’ newest product variants and the new Facebook app and link-up with XFM, Clear Channel and CBS will enable us to continue to reward the loyalty of our highly-engaged fans across a spectrum of social media.”
The campaign will aim to deepen engagement with brand consumers and social media fans and follower with on and off-trade activation being handled by Space.