A new promotion using Blippar technology has been launched to support a promotion for Magners cider across 2,500 on-trade outlets.
Through a partnership with brands such as Barbour, Ray Bans and The North Face, consumers can win a variety of prizes including Barbour jackets, Magners Beanie, Hunter Wellies and The North Face gloves.
Consumers use their camera phone to frame, or “blipp”, the label on bottles of Magners Original, Pear, Orchard Berries or branded pint glasses. They are then taken automatically to a festive-themed game that gradually reveals if they have won a prize, with mechanisms so they can share it on social media.
It follows the success of a Magners promotion using the “augmented reality” technology of Blippar throughout the summer which received over 160,000 “blipps” and 50,000 unique entrants.
Ed Shoebridge, head of customer marketing at Magners, said: “Blippar allows consumers to interact with the fun and spontaneous nature of the Magners brand. Following the success of our first Blippar promotion we have decided to revive the instant-win contest for the busy party season, adding more prizes and more opportunities to win.”
Jess Butcher, chief marketing officer and co-founder at Blippar, said: “The success of the original promotion demonstrates the ability of new technologies to provide a platform for brands to boost engagement amongst fans in a way that is fun, interactive and shareable.
“Instant-win competitions are always popular and with the added element of the Christmas season we are sure that party goers will enjoy the fun and festive theme of the promotion.”
The promotion, which is running from November until the end of January, is being supported with creative on-trade collateral including posters, window vinyls, staff T-shirts and TV stills. In addition, the promotion is being promoted across Magners’ digital channels including Facebook, Instagram and Twitter.