Bulmers Instigates Interactive Bus Shelter Campaign


Today, Bulmers, the cider brand, is launching an interactive Bus Shelter campaign to celebrate the launch of Bulmers No 17, the new crushed red berries flavour with a shot of lime. The activity forms part of their multimillion-pound ‘Experimenters Wanted’ campaign and will run on 11 Clear Channel and JCDecaux touch screen bus shelters across London, Brighton and Manchester.

The ‘Magnetic Fridge’ bus shelters, created by Exposure and produced by Grand Visual, begin by inviting consumers to get involved with creative experiments through devising phrases with the fridge magnets. Certain phrases unlock special animations and people can then share their experiments on Facebook.

Gareth Turner, senior brand manager, Bulmers, said:

“We are excited to be launching this innovative, interactive bus shelter campaign. We are aiming to create a fun, light-hearted campaign that brings to life the experimental spirit of Bulmers No 17 by enticing consumers to create and share fridge magnet musings.”

Dan Dawson, digital director, Grand Visual said:

“We know from our own research that fun interactive brand experiences can enhance an individual’s memory of an event and create a positive association with the brand. This campaign also integrates closely with Bulmers online activity by encouraging people to go online and share their results on Facebook.”

The interactive bus shelters were booked by Kinetic and follow a linear digital out of home campaign which ran across DEPs and Transvision screens earlier this month.The out of home push supports broader TV, press, experiential, mobile and social media activity, run until the end of the summer.