Cider brand Bulmers has refreshed its AR (Augmented Reality) app, as part of its #beginwithabulmers summer marketing campaign.

Working in tandem with branded beer mats, 1.4m of which are being distributed across the UK, the iOS and Android app presents the user with a virtual glass of Bulmers, which they can pour in a minigame on their device.

The experience, created by marketing agency Space, has been updated with new creative, to include the newly-launched flavours being promoted and reflect the #beginwithabulmers message.

“Drip mats provide a perfect medium due to our drinkers dwell time whilst sat in enjoying their drinks,” said Sean Kelly, group account director at Space. “By using the mats to trigger a unique AR experience, it lifts our message away from posters and clutter throughout the bar.”

The wider #beginwithabulmers campaign encourages drinkers to share the ‘beginning of their night with a Bulmers’ through social media by adding #beginwithabulmers to Twitter, Instagram or Facebook posts. It will be further supported by Bulmers Hit Squad street teams visiting UK cities on Fridays to hand out samples and reward one person per city using the #beginwithabulmers hashtag.