Ideation | Art direction | Creative direction | Creative leadership | Earned | Emerging tech | Experience design
Kraken - The Horror IRL
The Kraken Black Spiced Rum has always centred its marketing around immersive Halloween events, engaging more fans each year. With live events canceled in 2020 due to Covid, Kraken’s Screamfest had to go digital.
Recognising that many Kraken fans are gamers, we commissioned legendary Rockstar Games visionary John Zurhellen to create ‘Screamfest IV: The Kraken’s Revenge’. This groundbreaking video game allowed fans to control a real-life avatar through a claustrophobic fortress, marking the world's first IRL horror gaming experience.
I creatively directed the production of the experience and campaign assets - from the art direction of the location where the game was live-streamed to the development of the digital game user interface - working very closely with the John, our designers and our developers to create a world-first.
The result was spectacular. Screamfest IV won ‘Best At-Home Experience’ at The Drum Awards for Experience, turning pandemic constraints into a record-breaking event. The game saw players remotely control Game of Thrones actor Iwan Rheon through a terrifying ocean fortress, blending gaming with real-world horror.
Despite COVID-19 restrictions, the digital pivot led to the most successful Screamfest ever. Tickets sold out in 24 hours with 15,000 applications. The campaign earned 100+ media pieces, achieving a reach of 1.4 million and 6.4% engagement, surpassing all KPIs.
Business results were impressive. Kraken reported sustained sales growth from April to December 2020, with significant uplift in Amazon sales and click-throughs for the Screamfest recipe kit. The campaign not only kept the Halloween spirit alive but also expanded Kraken’s fanbase and digital presence.
Outcome
Most successful Screamfest ever
15,000 applications
Tickets sold out in 24 hours
100+ media pieces
1.4 million reach
6.4% engagement