The Brief

After the pandemic forced us to turn Screamfest IV into an at-home event, our brief for Screamfest V returned to delivering another unforgettable real-life activation that would delight Kraken fans, deliver mainstream press coverage, get social buzzing and shift plenty of Kraken rum.

The Big Idea

We opened the Dread & Breakfast: the world’s first ‘sleepless hotel’, which guaranteed every guest the worst night’s sleep they’d ever had. This anti-hotel provided insomnia by terrifying its guests throughout the night with a series of paranormal happenings in their rooms. Set in an actual former hotel, now run down, we also arranged a party in the hotel bar for all visitors, where they could enjoy Kraken Rum and explore the scary corridors and rooms of the Dread & Breakfast.

The Results

With hundreds of terrified guests, coverage in the likes of Metro, TimeOut, Mirror and Tyla and some of the most engaging social content we've ever produced,  the Dread & Breakfast was another hit in our long-running Screamfest series, providing yet another unique way for fans of Kraken to live and breathe the brand world.