Bulmers wanted to raise awareness of where their cider apples come from in a fun way on Facebook. They devised "The Harvestimator," where they used extreme harvesting methods like a tug-of-war team, wind machine, strongman, and water cannon to pick apples. Facebook users guessed how many kilos each technique would yield, with a chance to win prizes. Over four weeks, over 15,000 fans participated in the competition and discussions, helping Bulmers gain 35,000 more fans.

1. Bulmers: The Harvestimator
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2. What has a Strongman, a Water Cannon,
a Tug of War Team and a Wind Machine
got to do with Bulmers?

3. 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

5. By getting their Facebook community
involved in the harvest
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6. Bulmers have been making cider for 125 years in
Hereford and take their cider making very seriously
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7. That's why Bulmers Cider uses only the best apples
from the orchards at Broome Farm
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8. 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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9. An apple harvest isn't something that would
typically be of much interest to our fan base
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10. so we needed to find a really fun and engaging
way to get people interested…
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11. October is prime apple harvest time in the UK,
based on this ‘The Harvestimator’ was born

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

13. A TUG OF WAR TEAM
Introducing the Hereford Pullovers
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14. THE WIND MACHINE
Replicating a year’s worth of Herefordshire wind!
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15. RICH SENNEWALD
Hereford Natural Strongman
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16. A WATER CANNON
A years worth of Herefordshire rain
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17. We wanted to know which one would prove to be
the best harvester - so did our fans

18. 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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19. At the start of each week we posted the teaser on
Facebook, supported by paid media
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20. Throughout the week, the community guessed the
weight of the apples yielded from each harvest via
our dedicated Facebook app

21. On Friday afternoon the results were revealed and
the week’s grand prize winner was announced
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22. We revealed the week’s results with a series of
light-hearted videos
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23. Over the 4 weeks over 15,000 fans entered the
competition and shared their results
earning us 35k more fans