Marketing

Bulmers launches DeCider app for consumers

Bulmers has launched a novel Augmented Reality (AR) app - the Bulmers deCider app - a first in the Irish market.

It has become the first Irish brand to use AR in driving an on-pack promotion in Ireland where deCider allows users to win prizes and engage with their friends in real time, tapping into what’s happening in venues around the country.

Trade Marketing & Events Manger at Bulmers Belinda Kelly explains, “AR is a live, 3D view of a real-world environment, the components of which are augmented by sound, video or graphics to create an interactive app.  For our deCider AR app, we’ve introduced the characters from the Bulmers World Dessie and Liam who come to life on-screen in the palm of your hand”.

The new app has two main innovative features; the first allows users to engage with and enter promotions being run through pubs and bars across Ireland.

The mechanic is simple. Users download the Bulmers deCider App to their mobile device and scan their promotional Bulmers Pint Bottle to reveal the 3D animations.  From the label, they then enter a code which, until June 30th, could mean one of 17 trips for two to The Big Apple – the first round of prizes up for grabs.

Phase two of the Bulmers deCider app sees the launch of a unique social media feature.

“We’ve created an event planner which allows deCider app users to tap into events happening throughout Ireland to plan their night out in a range of venues from large stadia to smaller, local pub events,” explained Belinda Kelly, “We have realised through research that people are no longer planning their evenings as they used and that arrangements are now being made at the last minute or on the go with far less planning than ever before. The deCider app allows users to plan their night out, inviting friends to join them and interfacing with their existing Facebook and Twitter accounts, as they wish.”

Irish digital agency eightytwenty4D, in conjunction Young Euro RSCG, developed the new application for Bulmers.

“The first step in the development of the deCider app was to understand changing behaviours and this insight into how people socialise and plan their nights out was essential,” said David Connor, Founder and Chief Strategy Officer at Irish digital agency eightytwenty4D, “But the market has become very sophisticated and people want more.  So we had to create something really innovative that would not only reflect the humour of the Bulmers’ advertising campaign but would also allow for real-time engagement and reward users with great prizes.

“To stay relevant, brands have to keep adding layers to their communications processes and we can’t wait to work with Bulmers on the next big thing,” he concluded.

The promotion, which can be found on Bulmers Original and Light Pint Bottles, builds upon Bulmers’ ethos of Doing Our Bit which underpins all Bulmers’ campaigns in an effort to reward or give something back.

Such is Bulmers confidence in the AR app, it has planned a fully-integrated campaign to support its use including TV, press, outdoor, digital, on-trade POS and targeted public relations.  The campaign shows consumers how easy it is to download the deCider app and scan their Pint Bottle to reveal the AR content and start winning prizes.

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