The buzzy Armani Exchange Neon Carnival will back back for the first Saturday night of the festival, drawing a crowd to an airplane hangar near the festival grounds.
Photo: Seth Browarnik/WorldRedEye.com
Shellback Rum hosted its first "All Hands on Deck" mixology event at the Chandelier Room, operated by Marc Events in the Dallas design district.
Photo: David Grote Photography
Shellback is working with media companies in each of the six cities to identify beverage industry professionals, influencers, and bloggers to invite to the "All Hands On Deck" events. About 70 people attended the first event in Dallas, including editors from the Dallas Morning News, UrbanDaddy, and Living magazine.
Photo: David Grote Photography
Noted mixologist Tony Abou-Ganim taught participants to muddle, shake, and serve modern updates to classic rum cocktails.
Photo: David Grote Photography
Shellback worked with Rebel Industries to produce its "rum hut" campaign. The set includes a boat-racing simulator, a video confessional, and iPads where consumers can sign up to be part of the brand's social communities. The company is taking the activation to major wine and spirits and social events around the country through the end of this year.
Photo: Edmyr Barayang
In recognition of Shellback's sponsorship of the Oracle Team USA yacht, which will participate in the America's Cup, the rum hut activation includes a boat-racing simulator.
Photo: Edmyr Barayang
At the rum hut events, select guests who participated in the video confessional received a pair of custom Creative Recreation deck shoes.
Photo: Edmyr Barayang
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