This document proposes experiences for promoting Shellback Rum, including: 1) A compact "Shellback Rum Hut" for in-store sampling and events that is easy to transport and set up. 2) An interactive technology experience allowing consumers to learn about Shellback's history and share their own stories and achievements in exchange for rum recipes. 3) The goals are to connect emotionally with consumers and create a two-way dialogue through shared experiences and content across consumer touchpoints.

1. SHELLBACK RUN
CONSUMER EXPERIENCES
Prepared for REBEL Industries
2658 Griffith Park Blvd Los Angeles, CA 90039 T 323.963.3393 www.A-T-W-C.com

2. NEW EXPERIENCES
SHELLBACK 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

3. VIBE

4. MATERIALS

5. IN-STORE SAMPLING
RECLAIMED 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

6. 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.

7. 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

8. 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.

9. 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...

10. CONSUMER ENGAGEMENT
WHAT 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.

11. HOW WE DO IT
CONSUMER ENGAGEMENT
SHELLBACK 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 at
multiple 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!

12. CONSUMER ENGAGEMENT

13. CONTACT
PHONE
EMAIL
WEB
FB
stuart@a-t-w-c.com
a-t-w-c.com
facebook.com/AndThenWhatCreative
323.963.3393
Stuart Fingerhut