Kraken Screamfest
Kraken Rum has always dominated Halloween and 2017 was to be no exception, when our client at Proximo Spirits challenged us to pull off a Halloween takeover. The Kraken, as always, was to be our ultimate anti-hero inspiration for the campaign. As this malevolent mythical monster once again slithered up from the deep, our creative had to deliver an integrated Halloween campaign across all channels. We conjured up a feast of dark delights and designed the Kraken ScreamFest – a Horror movie-inspired riot of freaky fun and terrifying tentacles.
The campaign assets we designed consisted of Kraken ScreamFest POS kits to drive sales, in-venue activations that included scary sampling teams, gory giveaways and crazed competitions, and hero venue activations consisting of spine-chilling sampling teams, creepy competitions, ghoulish giveaways and a scream-activated photo booth.
Of course, The Kraken Halloween hero serves took centre stage, as our sampling teams showcased darkly delicious horror-themed cocktails including The Perfect Storm. Our Kraken ScreamFest takeover covered 5 key cities across the UK in 50 venues and as always the consumer experience of the brand was at the heart of the design and activation. The venue activations were designed not only to engage the public but to drive sales, value and visibility, making each participating venue the ultimate Halloween hang-out courtesy of The Kraken.
The Kraken Screamfest experience included hand-picked sampling teams armed with various tools to surprise and delight consumers and create a disruptive presence at each venue. This included black confetti canons, black lollipops and horror-themed face cards. The sampling teams were trained to effectively engage with consumers on the night, giving them an individual experience that they could then share via social media, surprising and delighting those they interacted with.
For those venues lucky enough to receive the amplified version of the activation, we also designed and built a scream-activated photo booth, complete with a photo printout to share on social media. The Kraken Screamfest campaign was delivered by not only owning Halloween for Kraken from a visual and experience perspective but also driving sales at participating venues of Kraken’s key hero serves.
#IScreamforKraken
