To win a pair of colourful high-top shoes, consumers have to take a flash photo of their Bulmers bottle. If the word “win” on the bottle is sparkling in the picture, that means they have won.
They then have to share the image on Facebook, Twitter or Instagram with the hashtag LiveColourful to claim their prize.
The campaign is to run for three months from June and will be on individual bottles of Bulmers as well as six and eight-packs, and is backed by radio and digital ads and colourful POS.
Emma Sherwood-Smith, cider director at brand owner Heineken, said: “We are using a brand new win mechanic – one that’s unique to Bulmers and exciting for our consumers. The innovative technology puts Bulmers and our consumers’ social channels at the heart of the activity.”