Bulmers is one of the leading premium bottled cider brands in the UK. For a campaign in May 2012, they wanted to embrace an original and innovative way to engage a younger target audience. The challenge was to create something really inspiring that not only reflects the humor of the company, but also allows a real-time engagement and rewards the users with great prizes
To address the challenge eightytwenty4D in collaboration with Young Euro RSCG developed the deCIDER application based on the junaio Plug-In software. The app allows users to win prizes and engage with their friends in real time by tapping into what's happening in venues around the country and create a great night out. Users simply need to download the app and scan their promotional Bulmers Pint Bottle to reveal the 3D animations. From the label consumers can enter a code with which they can later win one of 17 trips for two to The Big Apple. In a second phase people can use the app as an event planner and enjoy a range of venues and happenings throughout Ireland.
The first step in the development of the deCIDER app was to understand how people socialize and plan their nights out. Users become very sophisticated and change radically, so in order to really connect with them the usage of a new and inspiring tool is essential. The use of the deCIDER app is a great success. After only a few days the campaign hit over 10.000 downloads. Check out the release video here.