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Bulmers uses innovative ‘flash to reveal’ win message for high-tops on-pack promo

Friday May 15, 2015 at 11:16am
Heineken is supporting the #LiveColourful campaign for its Bulmers Cider range with what it claims is a ‘first of its kind’ promotion, offering 5,000 pairs of personalised, colourful, high-top trainers to consumers in a competition where flash photography reveals whether people win or not. To find out if they have won, consumers have to take a flash photo of their Bulmers bottle. If the word ‘WIN’ on the label sparkles in the picture, then they have to share the image on Facebook, Twitter or Instagram alongside the hashtag #LiveColourful to claim their prize. Kicking off in June and running for three months, the campaign will be activated in the on- and off-trade channels on individual bottles of Bulmers as well as six and eight packs. The campaign will be supported by Bulmers’ multi-million pound spend for the year – adverts will run across radio and digital platforms. Bulmers will be providing colourful POS to drive visibility, awareness and trial. Emma Sherwood-Smith, Cider Director at Heineken, says: “We are using a brand new win mechanic – one that’s unique to Bulmers and exciting for our consumers. The innovative technology puts Bulmers and our consumers’ social channels at the heart of the activity. And this summer, we know our consumers will be snapping their bottles to see if they’ve won their customised high-tops.”
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