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Magners launches festive Blippar promotion

Monday November 24, 2014 at 10:32am
Magners, the Irish cider brand, is re-launching its highly successful Blippar promotion across 2,500 on trade outlets. The original promotion, which ran throughout the past summer, received over 160,000 blipps and 50,000 unique entrants. Integrated marketing agency drink, which was responsible for producing the original summer campaign, has updated the promotion for the winter season. Magners, the original ‘over-ice’ cider brand, has teamed up with brands including Barbour, Ray Bans and The North Face through the Blippar app to offer consumers the chance to win a variety of prizes including Barbour jackets, Magners beanie hats, Hunter wellies and The North Face gloves. To enter; fans simply purchase Magners from a participating bar, download the free app on their phone and Blipp the label on their Magners Original, Pear, Orchard Berries bottles or Magners pint glass to enter. Upon blipping, they are instantly taken to a bespoke festive-themed game that gradually reveals if they have won a prize, with the ability to share directly on social media. Prize partner negotiations, prize fulfillment and reporting is being handled by drink. Ed Shoebridge, head of customer marketing at Magners, says: “Blippar allows consumers to interact with the fun and spontaneous nature of the Magners brand. Following the success of our first Blippar promotion, we have decided to revive the instant-win contest for the busy party season, adding more prizes and more opportunities to win.” Jess Butcher, CMO and co-founder at Blippar, observes: “The success of the original promotion shows the ability of new technologies to provide a platform for brands to boost engagement amongst fans in a way that is fun, interactive and shareable. Instant win competitions are always popular and with the added element of the Christmas season we are sure that party goers will enjoy the fun and festive theme of the promotion.” The promotion, which is due to run from November 17 until the end of January 2015, 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 Facebook, Instagram and Twitter.
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