The campaign, created by agency Exposure, includes a sampling bar which will visit summer events, such as the Edinburgh Fringe Festival, Cowes Week and the Summer Sundae music festival.
Visitors can take part in traditional games for a chance to win Apple iPod Shuffles and iTunes vouchers. The cider brand will also use the activity to educate consumers on the role it plays in preserving British wildlife at its orchards.
Exposure has also created an overall visual identity for the activity which will be used in promotional material. Product literature on the Bulmers range will also include a voucher that can be exchanged for a free bottle of cider in Threshers Group shops.
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