SHELLBACK RUNCONSUMER EXPERIENCES Prepared for REBEL Industries

2658 Griffith Park Blvd Los Angeles, CA 90039 T 323.963.3393 www.A-T-W-C.com

NEW EXPERIENCESSHELLBACK RUM SAMPLING EXPERIENCE FOR RETAIL SPACES

/ A high-quality product trial/ Compact and inexpensive for rapid and expansive deployment/ wet sampling while complying with the laws in various states

A POCKET “SHELLBACK RUM HUT” THAT CAPTURES THE CORE EXPERIENCE TO BE ACTIVATED AT SPECIAL EVENTS

/ An activation to be at 50+ events / Easy to transport and set up/ Can be launched with a small budget

VIBE

MATERIALS

IN-STORE SAMPLINGRECLAIMED TEAK COUNTER TOP

RECLAIMED SAILCLOTH SCREEN-PRINTED WITH SHELLBACK BRANDING. WRAPS AROUND INTERNAL FRAME.

INTERNAL STORAGE FOR FRIDGE/COOLER, DRINK SUPPLIES, ETC

NAUTICAL ROPE AND EYELETS SECURE THE SAILCLOTH TO THE INTERNAL FRAME

SPECS : 48” L X 24” W X 42” H

IN-STORE SAMPLING

SAILCLOTH ROLLS UP

ROPE IS WOUND UP

COUNTERTOP AND SHELVING IS HINGED FOR TRANSPORT

FRAME IS DISASSEMBLED SIMILAR TO A SPEEDRAIL SYSTEM

DISPLAY IS EASILY DISASSEMBLED FOR TRANSPORT.ALL COMPONENTS FIT INTO A TRAVEL CONTAINER.

EVENT SAMPLING

NAUTICAL ROPE AND EYELETS SECURE THE SAILCLOTH TO THE FRAME

SPECS : 10’ L X 7’ W X 8’ H

RECLAIMED SAILCLOTH SCREEN-PRINTED WITH SHELLBACK BRANDING. WRAPS AROUND FRAME

RECLAIMED TEAK COUNTER TOPS AND SHELVING

SPEEDRAIL FRAMING SYSTEM LENDS A SAILING MAST AESTHETIC

EVENT SAMPLING

SAILCLOTH ROLLS UP

ROPE IS WOUND UP

SERVICE FIXTURES FOLD FOR TRANSPORT. CAN BE DESIGNED TO DISASSEMBLE FURTHER.

FRAMING SYSTEM IS DISASSEMBLED FOR TRANSPORT. CAN BE STORED INSIDE FIXTURES.

ADDITIONAL OPPORTUNITIES

SHELLBACK GIVEAWAYS FOR VIPS

/ Reclaimed sailcloth bag with Shellback branding

QR takes visitors to the Shellback website with a simple opt-in to receive one Shellback Rum recipe a week.

Maintains a connection with target audience and also allows users to submit their own recipes. Can evolve into a contest with winner having their mix featured and receiving a trip to an America’s Cup race, etc.

FROM THIS... TO THIS!

GET SOCIAL WITH SHELLBACK

CUSTOM QR CODES...

SAILCLOTH ROLLS UP

ROPE IS WOUND UP

CONSUMER ENGAGEMENTWHAT IS A SHELLBACK?

Crossing the equator identified Shellbacks as sailors who had gone further. Today’s Shellbacks come from a diverse background. They are fearless and ready to tackle any challenge for a memorable experience no matter how when or where.

DRIVERS

/ Acheivement/ Emotional / Interactive/ Sharing a personal and memorable experience

WHAT WE DO

Create a two-way dialogue with our audience in support of Shellback Rum and it’s involvement with Americas Cup. Inform and surprise consumers with Shellback content.

Provide an easy way to learn about Shellbacks heritage and share his or her sampling opinions and personal stories with friends on social networks - video, images, text, etc - via Shellback branded landing pages.

HOW WE DO IT

CONSUMER ENGAGEMENTSHELLBACK HERTIAGE/ Brand history/ The Shellback Rum making process/ Involement with Americas Cup

SHARE YOUR TALE / Share your personal “shellback” story/ Video testimonials, images, journal entries/ Voting pages to collect feedback

+GOALS

Connect with our audience on a deeper level with an experience that’s interactive and emotionally richer. Allow them to contribute and support/congratulation each other for their achievements.

TECH

/ Tablets embedded into counertop at sampling and events drives Shellback content/ “Share Your Tale” video terminals - think video photobooth - for audience to record and post their stories of acheivement, personal growth, overcoming adversity, etc/ All content tagged for social integration via a central cloud service. Able to be activated atmultiple consumer touchpoints in the future

/ The fun part - Shellback Rum recipe is suggested to celebrate your accomplishment from the content shared - based on keyworks, image colors, video, etc!

CONSUMER ENGAGEMENT

CONTACT

PHONE

EMAIL

WEB

FB

stuart@a-t-w-c.com

a-t-w-c.com

facebook.com/AndThenWhatCreative

323.963.3393

Stuart Fingerhut