Kraken Screamfest

Campaign Overview (On-Trade Sampling):

Screamfest was a horror movie inspired integrated on-trade sampling cross-channel campaign, with the aim of making Kraken the spirit of choice during the Halloween period. Our task was to come up with an interactive on-trade sampling mechanic that we could translate into a variety of different on-trade accounts and venues throughout the country.

 We had not one but five key objectives for this beastly campaign; in addition to the ever-present KPI of maximising trial of the hero serve, The Perfect Storm, our focus was also on driving brand visibility and loyalty, achieving brand cut-through within the venue, driving social media engagement and increasing conversion rate. 

 In order to tackle our objective of encouraging social media engagement, we designed and produced bespoke wearable drinks coasters with gruesome faces on them, delivering a memorable SIP, SNAP, SHARE concept that was visual, fun and shareable, both on the night and beyond. Our Screamfest in-venue sampling campaign would also not have been complete without the Screambooth – two bespoke scream-activated photobooths that were positioned in a different Hero venue each weekend to appeal to our target consumer and encourage even further activity on social media by generating highly shareable content in a unique experience fitting for the brand. 

Thanks to our highly knowledgeable and trusted teams of trained ‘Kraken Hunters’ across the nation, we were able to not only engage with a large number of existing consumers but also convert many non-rum drinkers into hardcore Kraken fans. 

Along with designing bar POS and branded giveaways, liaising with venues, mapping out journey plans and tackling tricky logistics; we maximised liquid to lips, consumer engagement (both in real-time and on social), and drove brand visibility throughout the Halloween period.

Brand: Kraken Rum

Client: Proximo Spirits

Activity: On-Trade Sampling Campaign

Provision: Creative design, branded asset creation, production, event staffing, distribution and bar liaison

The Results:

  • 48 activations across 5 cities

  • 6k Samples distributed

  • 7k consumer interactions

  • Distribution of 1,050 bespoke Halloween POS kits

  • 68k reach on social media via uploads of SCREAM Booth

Kraken RH 074

The Aspall Cider Meadow

Immersive Alcohol Activation


Multi-Festival Tour

Villa Maria

Villa Maria

Reese’s Ice Cream

Sampling Activation

Deliveroo’s Demonic Butchery & Pie Emporium

PR Stunt

Tiffany & Co. Ice Rink

Experiential & Sales Event

Blue Moon

Experiential Sampling Campaign

Ardbeg Wee Beastie Tour

PR Stunt & Photoshoot


In-Store Sampling Campaign

London Makes it Possible

PR Stunt

SSE Energisers

Branded venue sponsorship and customer reward scheme

Reese’s DJ Santa Dash

PR Stunt & Live Sampling Activation

The Casper House

Pop-up Showroom & Store

Singha Thai New Year

Immersive Dining Experience

Kraken Screamfest

On-Trade Sampling Campaign

Beats Above The Noise

Retail Activation

The Good Ship Benefit

Immersive Brand Experience

The Greatest Showman

Experiential Film Premier

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