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
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