Brand Marketing

Shellback Rum hosted its first "All Hands on Deck" mixology event at the Chandelier Room, operated by Marc Events in the Dallas design district.

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.

At the rum hut events, select guests who participated in the video confessional received a pair of custom Creative Recreation deck shoes.

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.

Noted mixologist Tony Abou-Ganim taught participants to muddle, shake, and serve modern updates to classic rum cocktails.

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.

With enlarged images from the editorial features in the new S magazine, the ninth floor had an all-red color scheme.

Hairstylists were on hand to touch up guests' coifs.

On the 10th floor, a putting station let guests play a little golf.

Men's fashions were also on display at the showcase for The Book for Men.

In the more masculine event space, chefs carved meats for guests.

Display vehicles from Jaguar filled the hotel's portico.

There were also two separate gift bags. The bag promoting S magazine (left) was stuffed with beauty products, while Sharp magazine's bag had grooming goodies for men.

Performers decked out in '60s-inspired costumes took the stage for M.A.C. Cosmetics' "Glamour Daze" event at the Grove.