The Bulmers Cider App is a cross-platform mobile App which takes advantage of augmented reality and inbuilt cameras to deliver the Bulmers brand message of ‘Now is a Good Time’. Individual, mass and geo targeted push notifications are used tactically to alert app users of the mission and their time limits.
Our innovation was to amplify this sense of urgency to add a compulsion to our call to action and increase the perceived value of the rewards. This connected perfectly with the new brand positioning of ‘Now is a Good Time’.
The content of the App was built around the ‘Now is a Good Time’ message and was based on users receiving contextual messages and then carrying out time-based ‘missions’ for the chance to win prizes.
The campaign was strengthened by the integration of creative execution (app missions) and timely, relevant and targeted media that encouraged app downloads and engagements with the right audience, without the support of an ATL campaign (in year 2).