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.