The Kraken® Black Spiced Rum has announced the launch of its biggest integrated campaign of all time, Screamfest – a horror movie-inspired campaign which premieres with an immersive Kraken fright night on 13th October while simultaneously rolling out with limited edition POS in over 2,000 venues nationwide.
Screamfest is the biggest single campaign investment across experiential, branding, trade activation, social and PR the brand has ever launched, following off the back of an incredibly successful year where Kraken outstripped category growth for the fourth consecutive year.
Attendees at the Kraken Screamfest launch event will watch the scariest film of all time screened to the scariest audience of all time: an auditorium filled with clowns. Two screenings will take place simultaneously at London’s Dalston Rio Cinema and Leeds’ Everyman theatre.
The immersive events will feature a top horror film professional makeup artist who will transform the audience into Kraken-themed clowns, special Kraken ‘Inked’ pick-n-mix and a host of specially named Screamfest cocktails including The Bride of Krakenstein, The Oceans Have Eyes and the classic, The Perfect Storm, containing The Kraken Rum, ginger beer and freshly squeezed lime wedges.
Bar owners can create their own Halloween themed cocktail menus via The League of Darkness, a website which serves as a platform for members to engage with the Kraken community. Vendors can also receive a free POS kit by purchasing three bottles of Kraken Rum from nominated wholesalers throughout the whole of October.
The POS materials have been designed to help give bars a terrifying Halloween makeover and drive sales of Kraken products. They include a whole host of branding materials including Screamfest guides, promotional posters, table talkers and bar runners, black lollipops, terrifying face cards, t-shirts, make-up kits for staff and
Existing stockists can also benefit from wholesale kits containing A3 Screamfest promotional posters, A5 table talkers, Screamfest face cards, Kraken mason jars, bar runners, chalkboards to list drinks offers and branded t-shirts for staff to get involved in the action.
Specially selected ‘Hero’ venues in Glasgow, Belfast, Leeds, Manchester and London will be taken over by horror-themed sampling teams, competitions and giveaways, plus a scream activated photo booth with which consumers can engage. Each of the ‘Hero’ venues will be visited by iconic Kraken Hunters who will not only engage with customers but will also bring Screamfest to life by adding value and visibility to the campaign. The Kraken Hunters will also actively encourage entry into a competition to win a year’s unlimited movie pass and other Screamfest prizes via the hashtag #ISCREAMFORKRAKEN.
Kraken has partnered with London’s Time Out magazine and Dork magazine in Leeds to promote Screamfest in both cities where the screenings will take place. Kraken is also putting elements of the campaign in the hands of its fan base by crowdsourcing the opinions of its dedicated social followers in order to determine what they think is the scariest film of all time, and this film will then be played at the terrifying screenings.
Tickets will be available from The Kraken Black Spiced Rum Facebook page from the 25th September, with presale available on the 22nd September via The League of Darkness.
Find out more at https://www.theleagueofdarkness.co.uk