Bulmers: The Harvestimator

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What has a Strongman, a Water Cannon, a Tug of War Team and a Wind Machine

got to do with Bulmers?

Everyone knows cider is made of apples, but not everyone knows where they come from

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This year Bulmers wanted to have a bit of fun raising awareness of their cider apples

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By getting their Facebook community involved in the harvest

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Bulmers have been making cider for 125 years in Hereford and take their cider making very seriously

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That's why Bulmers Cider uses only the best apples from the orchards at Broome Farm

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We wanted fans to understand Bulmers’ provenance and see the amount of love and care

that goes into a bottle of Bulmers

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An apple harvest isn't something that would typically be of much interest to our fan base

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so we needed to find a really fun and engaging way to get people interested…

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October is prime apple harvest time in the UK, based on this ‘The Harvestimator’ was born

Over the course of four weeks, we devised four different extreme methods of harvesting

A TUG OF WAR TEAM Introducing the Hereford Pullovers

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THE WIND MACHINE Replicating a year’s worth of Herefordshire wind!

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RICH SENNEWALD Hereford Natural Strongman

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A WATER CANNON A years worth of Herefordshire rain

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We wanted to know which one would prove to be the best harvester - so did our fans

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

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At the start of each week we posted the teaser on Facebook, supported by paid media

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Throughout the week, the community guessed the weight of the apples yielded from each harvest via

our dedicated Facebook app

On Friday afternoon the results were revealed and the week’s grand prize winner was announced

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We revealed the week’s results with a series of light-hearted videos

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Over the 4 weeks over 15,000 fans entered the competition and shared their results

earning us 35k more fans