Bulmers is boosting its summer marketing programme and inviting consumers to awake their summerside with an experiential activity.

The ‘Awake Your Summerside’ experience, created by Exposure – is an experiential tour featuring the Bulmers Sunshine stage – an interactive stage full of the sights and sounds of summer, including an innovative “augmented reality” digital instant win unit giving consumers the opportunity to win summer Bulmers items including sunglasses, Frisbees and passes for digital music service – Spotify.

The Bulmers Band – the ‘Sun Lovin Criminals’ will also appear at selected slots throughout the day, covering classic summer hits to immediately conjure up that summer feeling.

Consumers will also be offered the opportunity to try Bulmers all new Summer Blend Limited Edition, alongside the classic Bulmers Original and Bulmers Pear.

The tour is visiting cities across the summer: Assembly At Edinburgh Fringe: 5 August – 31 August and Summer Sundae in Leicester: 13 – 15 August. The Edinburgh Assembly Rooms will provide Bulmers with exclusive pouring rights and the Assembly Rooms will see the creation of Bulmers Summerside in Princes Street Gardens.

Experiential activity will be supported by digital activity throughout the summer campaign with the launch of a brand new Bulmers website at www.bulmers.co.uk along with brand Facebook, Twitter and Youtube channels. Bulmers will also be partnering with Spotify asking consumers to nominate their ultimate summer tunes for the Bulmers Spotify playlist, and in return be in with the chance to win a very special prize.

Doug Cook, brand manager – Bulmers at Heineken UK says: “Bulmers have been capturing the best of the British summer in their orchards and bottling it since 1887. This summer we will be bringing that best of summer to consumers, giving them the sights and sounds that awake their summerside. Through our activity, we are looking forward to bringing some sunshine into the lives of 500,000 consumers.”