Pop-Up Phone Calls
Currently, to celebrate the launch of Bulmers Nº17 and their ongoing experimentation with flavor, Bulmers have set up a series of commuter experiments. They got together with Metro and its readers to ask, "What gets people talking on their commute?" Hundreds of experimenters across the country sent them some crazy ideas to test, the first, features a telephone ringing in the middle of a busy station -- who will answer it and what will they make them do?
Implications - This marketing campaign invites UK consumers to experiment through a variety of experiential, digital and print engagement initiatives, centered on a bespoke Facebook page. Social media is at the forefront of innovative marketing campaigns and entrepreneurs should use this model to create their own.