Proximo | Influencer | Experiential | Social
It was one hell of a summer for Proximo and Cow, and diving headlong into their summer festival programme with two of their flagship brands… We took The Kraken Spiced Rum and Jose Cuervo Tequila to new heights across the summer, supporting our efforts with creative monthly social plans and a 24/7 reactive strategy across all social media platforms each month.
Having already secured the contract to concept, produce and run the brands socials from May, our next task was to maximize and support the potential of brand activations across the likes of Camden Rocks, Bloodstock, Wilderness and Lovebox – and make sure the drinks stood out amongst the crowd of brands bustling for space.
So in true Kraken style we stepped out with a sharp twist on a summer festival staple, and created the #IScreamForKraken ice cream van. An alcoholic rum flavoured ice that was painstakingly crafted to taste just like the popular beverage – and was, of course, jet black in colour! It would be fair to say it went down a (perfect) storm.
Generating a stack of national press and online coverage on its launch including a full page in The Daily Star, feature in the NME and mentions via The Metro, Shortlist, Huffington Post and Popbitch. The ice cream van went on to delight punters at Camden Rocks and Bloodstock, before embarking on a regional tour. Running out of ice creams in minutes of opening – the van went on to sell thousands of full priced cocktails, generating queues so long and enthusiastic that they spawned their own crowd surfers!
Attracting star names at each festival from the likes of Snow Patrol to Evil Scarecrow (trust us, they’re brilliant) who came down and posed with brand merchandise – we generated ‘by far the best’ engagement Bloodstock had ever seen. Generating social reach of over 5 million across the entire campaign – we built brand introductions and loyalty, and with our black picket fence and deckchair set up, an experience that many returned to again and again.
Meanwhile, armed with the Latin rhythms and charged salsa atmosphere of Tequila Town – Cow oversaw a truly spectacular season for Jose Cuervo. Rated THE number 1 thing to do at Wilderness by Metro Online, we undertook a powerful influencer programme with the likes of 1883 Magazine, London On the Inside, Mixmag and Zoe London who all participated with our activations.
With numbers glowing and all KPIs hit, we look forward to taking on next year’s festivals!