Bulmers UK

Bulmers has unveiled a new summer-long marketing campaign in celebration of the launch of Bulmers No17.

The “Experimenters Wanted” campaign, is a multi-million-pound through-the-line marketing initiative to support the launch of Bulmers Nº17. The campaign invites UK consumers to experiment through a variety of experiential, digital and print engagement initiatives, based off a bespoke Facebook page, all of which culminating at London’s South Bank in August with a special Bulmers garden party curated by DJ Rob Da Bank.

The campaign, which opened with a media partnership with Metro, invites consumers to engage and experiment with Bulmers No17 through outdoor media including interactive bus shelters, an experimental TV ad, national PR and social media campaign, on-trade activation, media partnerships, experiential activity, with national opportunities to sample Bulmers Nº17 and through a digital campaign including mobile applications. So far, although clunky around the edges in a few (small) areas, the majority of the work shows a considered and integrated initiative that demonstrates not only a wider understanding of the social media platforms, but an acknowledgment that all teams must be on-board and working together for any coherent message to emerge. Given the many activation platforms there are with this campaign, that’s quite a feat in itself.

“The Lift Experiment” (watch below) is an effective and low-budget word-of-mouth campaign in itself and a good example of the wider campaigns creative thinking.