BULMERS

#beginwithabulmers – an integrated campaign to launch Bulmers’ new variants – Bold Black Cherry & Pressed Red Grape.

Bulmers drinkers were able to share their experiences of getting great times started in the evenings and at weekends with a Bulmers, positioning the cider at the heart of the drinking occasion, in return for rewards all summer long.

Facebook status updates, tweets and instagram photos featuring the hashtag, were collated into a #beginwithabulmers totaliser. When the totaliser reached certain levels, prizes were released, and the higher the totaliser, the bigger and better the prizes!

The campaign was further amplified through a media partnership with XFM. From 6pm every Friday night, DJ Jon Holmes kept watch on the totaliser and reported on the best tweets and updates from across the country.

The best #beginwithabulmers tweets were projected in real-time through digital outdoor displays nationwide.