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Magners teams with Blippar for interactive mass giveaway

Friday May 2, 2014 at 12:06pm
Irish cider Magners is running a consumer competition using Augmented Reality offering fans across the UK a chance to win a range of prizes instantly. The brand has linked up with AR app provider Blippar to launch The Original Win, with prizes including Napster subscriptions, Ray-Ban sunglasses, Converse trainers and Casio watches. The activity brings to life Magners’ Now Is A Good Time campaign for the on-trade. People can enter by downloading the free Blippar app to their phone and then blipping the label on their Magners Original, Pear or Berry bottles or Magners pint glass. Upon blipping, they are instantly directed to a bespoke game that gradually reveals their prize result, with mechanisms to share directly on social media. Ed Shoebridge, head of customer marketing at Magners, says: “Our new promotion, The Original Win, gives on-trade customers the chance to win an array of great prizes, picked to fit the taste of our core fans. Simple, fast and sharable, this marks a big step forward for the brand as we partner with Blippar for the first time in using the latest technology to further enhance the Magners experience.” Jess Butcher, chief marketing officer and co-founder of Blippar, observes: “Awareness of Blippar in younger consumers is strong. They recognise the logo and know that the interaction will bring an immersive and rewarding experience. Prize competitions are always very popular so we’re confident this will be a successful campaign for Magners." Food, beverage and leisure marketing specialists, drink, part of ZAK Media Group, is leading the marketing of the interactive promotion campaign, driving in-bar promotional toolkits including posters and drip mats. The activity will also be promoted digitally via the Magners website and social media channels. The campaign, which runs until July 31st 2014, will be supported with creative on trade collateral including: posters, window vinyls, staff t-shirts and TV stills. In addition, the promotion will be pushed across Magners’ popular digital channels, including its Facebook page, Instagram and Twitter channel.
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