The Brief

Summer is ‘Freaky Tiki’ season for Kraken rum. And that means a dark twist on the sun-kissed months. Our job was to engage and excite the Kraken social media community throughout the summer, immerse them in the world of Freaky Tiki and inspire them with new ways to enjoy Kraken.

The Big Idea

The Kraken’s fans love the brand’s benevolent side, so over the summer we gave the followers want they wanted: the biggest and boldest Kraken-branded giveaways ever. Up for grabs were unique Freaky Tiki-themed arcade machines, surfboards, smokers and even a sailing boat.

Each of our summer giveaways was announced through lush, dark social films. This content included 4X4s cruising about the sunset parties of The Kraken, a sailing boat charting a course across the summer seas and even an ‘IRL’ video game to champion the arcade machines prize.

Every giveaway was paired with an original cocktail and strong social spend was assigned to ensure a huge uplift in target market followers and interactions. The epic summer giveaways thrilled the fanbase and bought scores more to witness the good name of The Kraken.