In what is claimed to a first for an Irish FMCG brand, Bulmers Irish Cider has launched an augmented reality (AR) app – the Bulmers deCider to drive an on-pack promotion in Ireland. The app allows users to win prizes and engage with others in real time, tapping into what’s happening in venues around the country. Belinda Kelly, Bulmers’ trade marketing and events manager, says AR is a live, 3D view of a real-world environment, which is augmented by sound, video and graphic components to create an interactive app.
Bulmers advertising characters Dessie and Liam feature in the app. The mechanic is simple in that users download the app to their mobile device and scan their promotional Bulmers pint bottle for the 3D animations. From the label, they then enter a code which could mean one of 17 trips for two to New York – the Big Apple. Phase two of the Bulmers deCider app is the event planner. The app was developed by eightytwenty4D and sister Havas agency, Young Euro RSCG, which handles Bulmers advertising.
