What Goes Around, Rums Around in ‘The Kraken’ Interactive Campaign!

Spiced Caribbean rum brand The Kraken launched an interactive Out-of-Home campaign using augmented reality (AR) technology to invite passers-by to star in their very own ad. The campaign took place across Ocean’s ‘The Loop’ city centre screens in Manchester, where all six screen units were wrapped with the brand’s distinctive creative.

Branded floor messaging invited the public to release the Kraken by standing on the vinyl to reveal tentacles from all sides of the screen, before engulfing the participant as they disappear in a cloud of ink.

Participants could then share their dramatic on-screen moment across their chosen social channels, stimulating awareness of the alcohol brand’s special offers, gifts, and discounts.

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