AB InBev is offering 24 consumers the chance to visit Dracula’s Castle as part of a Halloween-themed marketing push for its flavoured-beer brand, Flying Fish.
The campaign for the 4.5%-ABV beer will feature paid social, digital out-of-home presence, creator content, limited-edition packs, retail activations and digital experiences. Activations will roll out in the six markets where the competition is taking place: Belgium, Brazil, Canada, Mexico, South Africa and Peru.
Four people from each country will win an all-expenses-paid trip to Romania, culminating in a “Halloween bash featuring world-class DJs”, at Bran Castle in Transylvania on Saturday 7 November. A dedicated page has been set up on Flying Fish’s website for consumers to register to win.
“Halloween hasn’t always been a traditional beer occasion, and that’s exactly what makes it such a natural fit for Flying Fish – a brand built around the unexpected,” said AB InBev’s balanced choices & beyond president, Bruno Cosentino. “As Flying Fish continues its growth globally, bold experiences like celebrating Halloween inside Dracula’s Castle help us further introduce the brand to new legal drinking age consumers, who enjoy celebrating culturally relevant occasions.”
Jessica Apellaniz, the chief creative officer at the agency that co-created the campaign, Wieden+Kennedy Mexico, added: “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.”
Also tapping into Halloween are Pabst Brewing Co, which has released a limited-edition Slasher-themed pack in the US for its Pabst Blue Ribbon lager brand, and Treasury Wine Estates, which is rolling out a limited-edition Wolf Man pack under its 19 Crimes ‘Universal Monsters’ series.
