The app, developed with UseYourLocal and available on Android and iPhone, combines GPS data with augmented reality overlays to direct people to one of the 3,000 pubs with beer gardens that stock Bulmers cider.
Users can also find pubs stocking the Heineken-owned cider’s new limited edition Summer Blend brand.
The launch coincides with a relaunch of the Bulmers website and rollout of its first Facebook page. Bulmers already has a dedicated YouTube channel featuring all of its TV ads.
Douglas Cook, Bulmers brand manager, said, “Mobile apps are the perfect way to catch people while they’re out and about.”
Earlier this year Swedish cider brand Kopparberg launched an integrated campaign to build awareness in the UK and promote itself as an alternative cider brand.
This story first appeared on newmediaage.co.uk