Halloween Ramsay Brothers

Horror Classics A Tribute to Ramsay Brothers

CONCEPT | A Tribute to Ramsay Brothers # Created an immersive spooky/horror Halloween experience at SOCIAL inspired by the Ramsay Brothers movies # Strategically design and place themed décor elements, customized photobooths + create an exclusively Halloween cocktail which will be listed on the menu from 25th Oct to 31st Dec as a season special # 8 Participating outlets : West- Khar Social, FC Road Social North- Nehru Place, Cyber Hub, Sector 7 South- Mount Road, Koramangala, Church Street Social

DÉCOR ELEMENTS & PROPS LOOK & FEEL

DECOR ELEMENTS # Strategically placing décor elements across various spots at outlets making the look & feel as real to give guests an immersive experience of Halloween # Décor elements to be used: -Decals - used for washroom mirrors -Ceiling- upside down skeletons, cobwebs -Photo booth- themed photo boots as per the movie. Eg- A Tahkana themed outlet will have a jail as as a photobooth -Miscellaneous placement- scary voodoo dolls,

ENTRANCE # The entrance of every outlet will have a themed based fabricated entrance following the concept of one of the Ramsay Brothers movies E.g. An outlet décor conceptualized as Tahkhana will have a prison fabricated entrance

GUESTS PROPS # Entrance to have a tale placed with props for guests to pick up for the night

WALLS, WASHROOMS, CEILING # Use designs inspired by movies from Ramsay Brothers in forms of decals, wall posters, upside down hanging elements like scary dolls, skeletons, cobwebs from the ceiling Image is only for reference purpose. Decals will be designed as per the theme of the event

PHOTOBOOTH # Photobooths to be fabricated as per each outlet theme. E.g. Purana Haveli to have a photobooth designed and fabricated like a haunted mansion Image is only for reference purpose. Photobooth will be designed as per the theme of the event

SPIN THE WHEEL # An offer-based Spin The Wheel to be designed focusing on the campaign guidelines & placed at participating outlets # Every person visiting the outlet dressed up for Halloween will get a chance to spin the wheel and avail offers on the spot EG- a shot on the house, complimentary dessert, go to jail, buried

HALLOWEEN COCKTAIL

CURATED COCKTAIL # A Halloween special cocktail using Johnnie Walker to be created and promoted across all outlets from 25th Oct to 31st Oct # Content to be created focusing on the cocktail, making of the drink, consumer interaction

PROGRAMMING

PROGRAMMING # Every participating outlet to program artists + curated playlists as Halloween specials # Curated artists at - Khar Social - FC Road Social - Nehru Place - Cyber Hub - Sector 7 - Mount Road - Koramangala - Church Street Social

CONTENT CREATION & DIGITAL DISTRIBUTION

CONTENT CREATION Watch reference video here # A well scripted video to be executed and published across all SOCIAL’s digital & on ground mediums communicating the Halloween special drink + integrating the idea of ReVIBE seamlessly # Content formats used for performance marketing: -Static creatives announcing the events -59 secs video -15-20 secs reel -Static photography -After movie + event coverage on Halloween day

DIGITAL DISTRIBUTION # A media plan with detailed information on frequency of posts, type of posts to be created and executed 2 weeks prior to Halloween # Social media geo-targeted paid ads on Facebook, Instagram & Twitter for higher reach across Social’s main brand pages # Reaching out to SOCIAL’s regular database via SMS & managements WhatsApp- 100k + reach

ON GROUND INTEGRATIONS

ON GROUND INTEGRATION # Digital screens- Video content to flash on all digital screens across 28 SOCIAL outlets 2 weeks prior to Halloween Inventory: 100 screens across 28 outlets PAN India # Social Radio- integrating a voice over across 28 Social outlets PAN India which will communicate the SOCIAL X ReVIBE Halloween special

COMMUNITY, MEDIA & INFLUENCER OUTREACH

INFLUENCER & MEDIA # A list of micro influencers from the F&B and lifestyle categories will be sent invites 3-4 days prior to the event # Each influencer will create individual content pieces posting about the party at SOCIAL prior to Halloween + a content piece of the immersive experience on the event day # Invite design to be inspired by Ramsay Brothers movie posters with a twist of SOCIAL

#AllInclusive | COMMUNITY OUTREACH # SOCIAL to reach out to a list of communities focusing on the LGBTQ groups inviting them to the party + asking them to actively participate by dressing up for the occasion # Tentative list of communities: West- Gay Gaze LGBT Mumbai South- Nazariyan LGBT North- The Queer Muslim Project

ReVIBE | BRAND INTEGRATIONS # Logo Placement- All content pieces (graphic statics, videos, static photos to have the JW ReVIBE logo featured # On Ground- Deals, posters, photobooths, spin the wheel to have ReVIBE logo incorporated in all artworks # Miscellaneous- ReVIBE glassware, coasters, light boxes to be strategically placed and used at participating outlets # Curated Cocktail- The specially created Halloween cocktail to have JW explicitly mentioned in all creatives on the digital menu + on social media

#SeeYouAtSocial