UK drinks firm Halewood Artisanal Spirits has launched an app-based game for Halloween to promote its spiced rum brand, Dead Man’s Fingers.

In partnership with digital studio, Appetite Creative, the award-winning rum brand, has been paired with an app-based ‘Fruit-Fright’ game to drive website traffic and purchases during the Halloween period. The app collects user data to help inform future marketing campaigns and drive users to store.

The game, accessed via QR codes found on wooden cocktail stirrers served with the drink, invites players to ‘Press the skull’ and spin the reels, with matching Dead Man’s Fingers bottles, instead of fruit icons, delivering instant prizes. These include branded caps, T-shirts, beach towels and lanyards. The QR code game has been activated in over 700 pubs in the UK and will run throughout October.

“Today, the focus of the brand continues to be around challenging convention and having fun with new and exciting flavour combinations, and our new connected experience does just that with this spooky Fruit-Fright experience,” said Halewood Artisanal Spirits Business Development Executive, Graeme Sharp. “We are seeing an increase in consumers looking to celebrate occasions like Halloween for longer, meaning that it is becoming more than just a one-day event.”