Krakens Screamfest features horror movie screenings

Kraken's 'Screamfest' features horror movie screenings

The UK unit of Proximo Spirits has lined up a horror movie-inspired campaign for its Kraken Rum brand.

'Screamfest' will launch on Friday 13 October with an "immersive" horror film screening in London and Leeds. The activation will continue with limited-edition POS in 2,000 venues nation-wide.

Proximo described the activation as the "biggest single campaign investment across experiential, branding, trade activation, social and PR the brand has ever launched". Financial details were not disclosed. 

The cinema screening will see audiences watch a film in an auditorium filled with clowns. The immersive event will also include make-up artists and specially-created cocktails.

Consumers can apply for tickets via Kraken's Facebook page. 

"Screamfest, which provides a launch pad for future Friday 13th activations, will run until the last week of October with venues encouraged to promote the campaign until then," Proximo said. 

In July, Proximo purchased Australian distribution firm Island2Island.

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