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By Ishbel Macleod, PR and social media consultant

October 24, 2013 | 2 min read

Bulmers has unveiled a Facebook campaign with We Are Social, which will see a real apple tree from the Bulmers orchard face pressure from various different conditions on a weekly basis as part of a competition.

The Harvestimator campaign launches this week with fans being asked how they think a Bulmers apple tree will fare against a tug-o-war team.

Using the Harvestimator, fans will guess how many kilos of apples will fall off the tree. Those who register their estimate on the Harvestimator will be automatically entered into a draw to win exclusive Bulmers merchandise

Michael Gillane, brand director from Bulmers, said: “The Harvestimator is fun, interactive and fits perfectly with the Bulmers brand, giving us a chance to celebrate the harvest whilst bringing our consumers closer to the Bulmers brand. We have a loyal and enthusiastic group of fans on Facebook, and we hope the Harvestimator will keep them entertained, as well as attracting new interest in our social channels.”

The campaign is set to run for four weeks, with other pressures including wind and rain.

Seb Robert, senior account director at We Are Social, added: “We got excited by the idea of bringing the apple harvest to life after witnessing it first time in Hereford last year. People can often forget how many apples are actually used to make Bulmers cider, and we felt this idea captured that feeling in a fun way. We hope Bulmers’ fans have a much fun playing it as we had making it! We’re looking forward to seeing the how close people get to guessing the correct results over the next few weeks.”

The campaign looks to remind fans that fresh apples are used to make the cider.

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