Have an account? login. Don't have an account? Create an account for free for unrestricted access.
FMBX News
Posted: Jul 12, 2011
Bulmers No.17 plays out well at Liverpool One
To celebrate the launch of new Bulmers Nº17, the brand is running a series of experiments across the country all summer long.
The ‘experimenter’ concept is a wide ranging set of activities designed to challenge and question. It operates in a similar fashion to recent campaigns that have used a blend of online and offline interactive techniques, such as Cadbury’s Spots vs. Stripes.
Online ‘experiment’ discussions currently include diversions such as who tweets most, birds or humans, and what makes people talk in a lift.
An iPhone app can also be downloaded by Experiment and brand enthusiasts from the Facebook page.
Activity days follow on from a live music and performance platform established for the brand through 2009 – 2010 by agency Exposure.
The most recent activity day was at Chavasse Park, part of the Liverpool One shopping centre area of the city.
From the 1st to 3rd July, the Experimenter’s Stage was at Chavasse Park, for which Bulmers invited new bands, dance groups and “most unpredictable comedy acts” to keep visitors entertained. The activity scored a very respectable 13/20 from our mystery shopper visit crowdsourced via Field Agent, gaining a ‘more positive’ verdict.
Liverpool One was sourced for the brand by Brandspace.
Future venues for the brand include The Bulmers Experimenter’s Stage, Jubilee Square Brighton, 15-17 July and Bulmer’s Cider Garden, South Bank London, which is billed for a long stay, 3-14th August (though perhaps, given that 13th -14th is a weekend, that start date is an error on the Bulmers website).
