Bulmers launches 'Harvestimator' Campaign

22nd October 2013

Bulmers, the UK’s No 1 Modern cider maker is launching a new Facebook campaign to remind fans about the fresh apples that are used to make Bulmers cider.

The Harvestimator which launches today (October 22) on the Bulmers Facebook page, aims to extend Bulmers’ following on its social media channels and increase engagement with the brand’s Facebook fans. It will also introduce Bulmers’ drinkers to Broome Farm, one of the many Herefordshire orchards that supplies apples to Bulmers.

The four-week campaign revolves around the Bulmers Harvestimator, a bespoke Facebook app.In a series of weekly competitions, a real apple tree from the Bulmers orchard will face pressure from various different conditions, from wind and rain to being shaken by Hereford’s prize winning all-natural strongman. Using the Harvestimator, Bulmers’ fans will be challenged to guess how many kilos of apples will fall off the tree.

Those who register their estimate on the Harvestimator will be automatically entered into a draw to win exclusive Bulmers merchandise, from branded clothing to the latest Bulmers Cider products. Round one kicks off this week, with fans being asked how they think a Bulmers apple tree will fare against a tug-o-war team. On Friday afternoon, entries will close and a video will be uploaded onto the Bulmers Facebook page revealing the week’s results.

As part of the campaign, Bulmers and We Are Social have created video content which fans will be able to play from the Bulmers Facebook page. The first video launches the campaign introducing Broome Farm, while later videos will reveal the outcome of each week’s competition.

Michael Gillane, Brand Director-Cider at HEINEKEN, said: “The Harvestimator is fun, interactive and fits perfectly with the Bulmers brand, giving us a chance to celebrate the harvest whilst bringing our consumers closer to the Bulmers brand.

“We have a loyal and enthusiastic group of fans on Facebook, and we hope the Harvestimator will keep them entertained, as well as attracting new interest in our social channels.”