The Original Win on-pack promotion allows them to win prizes instantly such as Napster subscriptions, Ray-Ban sunglasses, Converse trainers and Casio watches.
Entry involves the free Blippar “augmented reality” smartphone app that reveals hidden content when people use it to look at labels on Magners Original, Pear or Berry bottles, or Magners pint glass.
When they “blipp” the bottles or glass, they are instantly directed to a bespoke game that gradually reveals their prize result, with mechanisms to share directly on social media.
Bringing to life Magners’ Now Is A Good Time campaign in the on-trade, it is supported by promotional toolkits including drip mats, posters, window vinyls and staff T-shirts.
Running from May 1 to July 31, the activity will also be promoted digitally via the Magners website and social media channels including Instagram, Facebook and Twitter.
Ed Shoebridge, head of customer marketing at Magners, said: “Our new promotion, The Original Win, gives on-trade customers the chance to win an array of great prizes, picked to fit the taste of our core fans.
“Simple, fast and sharable, this marks a big step forward for the brand as we partner with Blippar for the first time in using the latest technology to further enhance the Magners experience.”
Jess Butcher, co-founder of Blippar, added: “Awareness of Blippar in younger consumers is strong. They recognise the logo and know that the interaction will bring an immersive and rewarding experience. Prize competitions are always very popular so we’re confident this will be a successful campaign for Magners.”
Marketing of the interactive promotion campaign is led by food, beverage and leisure marketing specialist Drink, part of ZAK Media Group.
Joanna Davies, founder of Drink and chief executive of ZAK Media Group, said: “It’s the younger cider drinkers that are responsive to digitisation and we wanted the Magners campaign to capture the attention of this target audience through channels that are natural to them.
“We’ve devised a campaign that taps into their digital lifestyles, a simple, engaging interactive competition that puts the Magners brand in their pocket. We’re excited to see the work launch across the UK at the start of the summer.”
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