Bulmers Ireland - On Pack and In Bar
Bulmers identified an opportunity to reach drinkers in bars during “solo moments”, the occasion when your friend is late/ in the bathroom/ waiting to be served and you’re alone with your phone. Rather than defaulting to social media Bulmers wanted you to engage with a Shazamable coaster. As part of the same campaign there was an another context: people drinking Bulmers at home and entering a competition via a Shazam code on the front of the bottle which also included a data capture element..
AR Objectives:
With the coaster, the competition element was well leveraged as the primary call to action; “Win The Ultimate Bulmers Sports Experience!”, supported by “Shazam this logo to play” and Shazam’s consistent instructions: Open Shazam | Tap camera | Scan logo. People could scan either side of the coaster. Shazam’s three part CTA was used on the back of the bottle with “SHAZAM to WIN a pint bottle on us. Good Luck!” underneath. People were directed to scan the front of the bottle where the “S” of the Bulmers logo had be replaced by a Shazam code to create real standout and product/ promotion integration.
The main part of the experience from the coaster was a Keepie Uppie mini-game where users needed to tap at the right time to keep the ball in the air. The mechanic was designed to be challenging and encourage repeat plays. A button in the experience linked out to the competition website. With the bottle the objective was the get people to the competition entry as quickly as possible. This was achieved through an eye-catching intro animation and then linking through to the competition.
90,000 scans across both formats with an average dwell time of 80 seconds. On the beermat we saw an average of 3+ plays of the game per user. The top period for interacting with bottle was between 17.00 – 19.00 and the coaster most popular between 15.00 – 22.00. Bulmers captured over 50,000 email addresses from people who opted into the competition. The campaign has been shortlisted for a number of media effectiveness awards in Ireland.
3 C’s learning: The same Shazam code was used on both sides of the coaster meaning that a “round robin” detection step was required before the experience could launch (adding a couple of seconds between scanning and accessing the content). Whilst there was a strong call to action on one side of the coaster the other just had the Shazam code and would have benefited from some additional instructions.
