Press & downloads

O2 Media today announces that Bulmers Cider and useyourlocal.com are working with its You Are Here location-based marketing service with a campaign driving people to their nearest pub  promoting Heineken UK’s Bulmers range of ciders. Customers will also be invited to visit Bulmers Facebook page (http://www.facebook.com/bulmersuk) and useyourlocal.com to rate and review their experience.

Until the end of October, O2 Media will send out a total of 100,000 messages to O2 customers, over the age of 18, encouraging them to ‘enjoy a refreshing Bulmers’ directing them through www.useyourlocal.com to their nearest pub.

O2 Media worked in conjunction with Starcom MediaVest to take the solution to the client.

Unlike other location-based services which require customers to log-in to retrieve deals and offers, O2’s You are Here service drives value and consideration for brands by pushing messages to targeted permission-based customers in specific areas. It is also completely handset agnostic meaning that any customer can benefit from the offer regardless of whether or not they have a smartphone.

You are Here uses ‘geo-fences’ which are set up around a particular location, in this case a pub. As soon as a target customer enters the area marked by the ‘geo fence’ they automatically receive a SMS or MMS with the offer.

Gary Cole, commercial director at O2 Media said: “Campaigns of this nature vindicate O2 Media’s creative solutions for our clients. We worked closely with Bulmers and useyourlocal.com to create a bespoke solution that allows the company to target customers and drive the ‘Use your local’ campaign in a creative way while also building the Bulmers brand.”

Gillian Graham, brand manager at Bulmers said: “At Bulmers we are always looking for new and inventive ways of reaching our customers and giving them the opportunity to engage with our brands and You Are Here allows us to do this brilliantly.”

Stuart Mills, founder of useyourlocal.com said: “At useyourlocal.com we’re always looking for new ways to drive people into pubs and this campaign allows us to reach them on the move. Through O2 Media’s rich data we can connect with our target audience when they are in the right mood and in the right place.”

Oliver Newton, head of emerging platforms at Starcom MediaVest said: “We are really excited about the new opportunities that O2 and mobile enable. Through location targeting on the phone we are moving from broad advertising to user specific information and bring in a direct link to the local pub for the first time. Mobile and its sensor offer really exciting ways to move the game forward.”

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