Bulmers: The Harvestimator case study
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Bulmers wanted to raise awareness of where their cider apples come from in a fun way on Facebook. They devised "The Harvestimator," where they used extreme harvesting methods like a tug-of-war team, wind machine, strongman, and water cannon to pick apples. Facebook users guessed how many kilos each technique would yield, with a chance to win prizes. Over four weeks, over 15,000 fans participated in the competition and discussions, helping Bulmers gain 35,000 more fans.
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Bulmers: The Harvestimator case study
- 2. What has a Strongman, a Water Cannon, a Tug of War Team and a Wind Machine got to do with Bulmers?
- 3. Everyone knows cider is made of apples, but not everyone knows where they come from we are social
- 4. + = This year Bulmers wanted to have a bit of fun raising awareness of their cider apples
- 5. By getting their Facebook community involved in the harvest we are social
- 6. Bulmers have been making cider for 125 years in Hereford and take their cider making very seriously we are social
- 7. That's why Bulmers Cider uses only the best apples from the orchards at Broome Farm we are social
- 8. We wanted fans to understand Bulmers’ provenance and see the amount of love and care that goes into a bottle of Bulmers we are social
- 9. An apple harvest isn't something that would typically be of much interest to our fan base we are social
- 10. so we needed to find a really fun and engaging way to get people interested… we are social
- 11. October is prime apple harvest time in the UK, based on this ‘The Harvestimator’ was born
- 12. Over the course of four weeks, we devised four different extreme methods of harvesting
- 13. A TUG OF WAR TEAM Introducing the Hereford Pullovers we are social
- 14. THE WIND MACHINE Replicating a year’s worth of Herefordshire wind! we are social
- 15. RICH SENNEWALD Hereford Natural Strongman we are social
- 16. A WATER CANNON A years worth of Herefordshire rain we are social
- 17. We wanted to know which one would prove to be the best harvester - so did our fans
- 18. For the opportunity to win a selection of coveted Bulmers prizes, we asked our fans to estimate how many kilos of apples each technique would yield we are social
- 19. At the start of each week we posted the teaser on Facebook, supported by paid media we are social
- 20. Throughout the week, the community guessed the weight of the apples yielded from each harvest via our dedicated Facebook app
- 21. On Friday afternoon the results were revealed and the week’s grand prize winner was announced we are social
- 22. We revealed the week’s results with a series of light-hearted videos we are social
- 23. Over the 4 weeks over 15,000 fans entered the competition and shared their results earning us 35k more fans