Bulmers first UK brand to test Microsoft’s cross-screen targeting ad solution

Heineken-owned cider brand Bulmers has launched of one of the first cross-screen creative sequencing campaigns in the UK with Microsoft Advertising to support its Live Colourful campaign.

Through the new creative sequencing product, which targets users across multiple screens to serve a sequence of creative, Bulmers is advertising its five flavours of cider across Microsoft’s portfolio - including Windows 8 Ads-in-Apps, MSN, Skype and Xbox 360 - for eight weeks starting today (30 June).

Managed through the Microsoft ID, which recognises the same user logged in across Microsoft’s relevant services, creative sequencing will enable users to be taken on a ‘creative journey’ through each of Bulmers’ five flavours, regardless of which platform they are on.

The ad product, unveiled at Cannes Lions festival allows brands to tell different 'chapters' of their advertising story or campaign in logical order across various screens that are most relevant to a consumer at any point in time.

Michael Gillane, brand director Bulmers at brand owner Heineken, said: “The Bulmers Live Colourful campaign celebrates range, diversity and innovation. Creative sequencing brings focus and an interesting new dimension to consumer engagement and we are delighted that the GB's No 1 modern packaged cider is piloting this exciting media initiative."

Targeting Bulmers’ ‘modern mainstream’ audience of 18 to 34-year-olds, the campaign was created by Starcom MediaVest, Adam & Eve DDB and We Are Social. Using the Microsoft ID also means that under 18s are automatically excluded from seeing the creative.