“We took a spiced rum, looked at what everyone else was doing, then we did the opposite.” This is how Halewood Artisanal Spirits' rum brand - Dead Man's Fingers Spiced Rum - describes its genesis.
In just over 40 years, Halewood Artisanal Spirits have grown from a start-up company into one of the UK's largest independent premium artisanal spirits producers. In collaboration with us, they have now also launched their first Connected Experience campaign.
Today, the focus of the brand continues to be around challenging convention and having fun with new and exciting flavour combinations, and our new connected experience does just that with this spooky Fruit-Fright experience. We are seeing an increase in consumers looking to celebrate occasions like Halloween for longer, meaning that it is becoming more than just a one-day event.
Rachel Adams - Global Marketing Manager - Rum at Halewood Artisanal Spirits
The spookiest event of the year was just around the corner, for which Dead Man's Fingers launched a special limited edition Halloween bottle. With their constant drive to break conventions, Halewood Artisanal Spirits approached us to create a campaign that does just that, thus engaging consumers in pubs all over the United Kingdom.
We all know what it's like in pubs. You fancy a little game that might even win you something. So we decided to bring the legendary pub game, the ‘fruit machine’, to everyone's mobile phone. The web app was easily accessed via wooden stirrers with QR codes that were handed out with the drinks.
"To keep the feds off our backs", players first had to enter their date of birth before diving into the spooky rum brand experience, which instantly launched the ‘fruit machine’. When four Dead Man's Fingers Halloween Edition bottles flickered in the ‘fruit machine’, players won instant prizes. The prizes included hoodies, t-shirts, beach towels, caps and much more - all Dead Man's Finger’s branded. The winners only had to enter their contact data and were then shipped their prizes at the end of the campaign.
The campaign ran throughout October in over 700 pubs, with its highlight on Halloween. In just one month, the game was played over 4,300 times. Our live analytics dashboard also shows that most scans were made on the weekends and most often in London, Wrexham and Bedford. The experience also displays a data registration rate of 71.19% and a remarkably low bounce rate of 1.97%.