A spooky campaign from AB InBev’s Flying Fish will see fans head to Transylvania for an exclusive Halloween party.
Flying Fish, a South African beer brand by drinks firm AB InBev, has opened up Romania’s Bran Castle, for its latest campaign: Do You Dare to Party at Dracula’s Castle?
The campaign offers customers the chance to win a trip to Romania featuring an exclusive, invite-only Halloween party at Bran Castle. The historic venue is well known as Dracula’s castle from the Bram Stoker novel, Dracula.
It was created and launched in collaboration with two agencies, Wieden+Kennedy Mexico and experiential shop, We Are Collider in the UK. The promotion is active across South Africa, Brazil, Mexico, Belgium, Peru and Canada.
The ad for the promotion features the beer, with some playful flying lemons – which soon turn dark. They then fly over to Dracula’s castle, and invites the audience to participate in the promotion.
Jessica Apellaniz, chief creative officer of Wieden+Kennedy Mexico, said: “When you think about Halloween, Dracula is one of those rare characters that transcends generations, borders and cultures, so we wanted to take people directly into the heart of that legend.
“Flying Fish gave us permission to turn something familiar completely on its head. Instead of creating another Halloween campaign people simply watch from afar, we’re inviting them to step inside the story and experience a night they could never have expected.”
The promotion comes alongside a newly launched flavour: Halloween twist. This is a passion fruit and lemon flavour, and will run in limited edition in the run up to the celebration.
The campaign will finish on 7 November, when Bran Castle will be transformed for a night of immersive entertainment, elaborate storytelling, costumes and unexpected surprises.
Leaders take
This ad is fun, playful, and a great way to promote Flying Fish. The beer is mostly sold in South Africa, but the global promotion will help the beer’s profile across Latin America, Canada, and Belgium. The ad is low-key, simple, and effective.
The only thing that’s missing is any details on how to actually enter the competition!
