Kraken Rum
#Escape2020
INTERACTIVE SOCIAL CAMPAIGN
THE IDEA
The year was cursed.
The escape was Kraken.
Tiger King. Sourdough. Zoom hell. We turned 2020 into a choose-your-own-adventure Twitter thread, putting fans in control of the Kraken. Their mission: survive the year. Their choices: deeply questionable.
ROLE
ACDAGENCY
Ei DigitalCREW
Walt ShockCreative Director
Liz MastracolaDesigner
Jon JeromeDesigner
01 / TWITTER CHOOSE-YOUR-OWN-ADVENTURE
Bad year. Worse choices.
A branching Twitter adventure where every reply led somewhere stranger. Fans chose their path through the chaos, with only one way out.
02 / SOCIAL REACTION
Twitter needed this.
Fans played along. Then passed it on. A year worth forgetting became a thread worth talking about.
NEXT PROJECT
