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Bulmers Ultimate Sports Experience


Runway were tasked with forging a connection between Bulmers and sport. Bulmers was the first Irish brand to use Shazam as a gateway to enter a promotion. A suite of promotional point of sale and drip mats were sent to participating outlets, all elements of which included a Shazamable logo which consumers used to engage with the brand. Once they Shazamed, consumers could play a game of ‘Keepie Uppie’ developed in augmented reality for a totally immersive experience. Our promotion offered consumers the chance to win a once in a lifetime sports experience, with tickets to a major sporting event, flights, and accommodation up for grabs.