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Mediascope rolled out Skrewball’s “Après Skrew” activation platform across Romania’s premier après-ski locations
Mediascope supported the launch of Skrewball in the Romanian market by deploying the “Après Skrew” experiential activation platform, a winter season concept developed by the brand. The activations took place across the country’s premier après-ski locations, bringing the Skrewball universe closer to Romanian consumers.
The “Après Skrew” Experience: Building a Winter Brand Territory
Spanning over 7 weekends across locations like Poiana Brașov, Sinaia, Azuga, Rânca, and Transalpina, the “Après Skrew” platform transformed the winter season into a powerful vehicle for building an authentic, memorable brand territory deeply connected to the après-ski culture.
Under the creative concept “Screw the Usual,” Mediascope deployed a comprehensive mix of interactive mechanics, sampling activities, and tailor-made activations designed to turn simple product trials into a social experience highly centered on seasonal fun.
Among the key mechanics were “Skrew the Luck” and “Strike for Skrewball”—interactive experiences that combined gamification, instant prizes, and social interactions seamlessly woven into the après-ski lifestyle.
To seamlessly adapt the Skrewball brand to the unique experience offered by each venue, Mediascope developed several modular versions of the experiential setup, custom-built for operational flexibility within HoReCa and après-ski spaces.
A consistent presence throughout the season, combined with a strategy built entirely around the end-consumer experience, allowed Skrewball to quickly become a favored brand, deeply associated with the playful energy of slope-side après-ski parties during the winter months.
Campaign Impact and Strategic Takeaways
The results of the “Après Skrew” campaign exceeded initial estimates. The activations demonstrated that interactive experiences combining product tasting with games and instant prizes generate high levels of engagement, driving consumers to return and re-engage with the brand.
“Skrewball is a brand built around stepping outside the box and turning every experience into a memorable one. Through the ‘Après Skrew’ platform, we aimed to bring this energy directly into Romania’s après-ski culture and build an authentic connection with consumers in a context that feels completely natural for the brand. The results exceeded our expectations—not only in terms of visibility and engagement, but also in how deeply people resonated with the experience. Skrewball wasn’t just present on the slopes this winter; it became an integral part of their atmosphere and energy,”
says Ștefan Tache, Whisky Category Brand Manager, Pernod Ricard Romania.
“Our goal was to build more than just a seasonal campaign. ‘Après Skrew’ was envisioned as a comprehensive experiential platform, capable of transforming the discovery of a new brand into a complete social experience. In today’s market, consumers respond to brands that create energy, entertainment, and authentic contexts for interaction—and the results of this platform clearly validate this approach,”
says Ruxandra Stancu, Head of Client Service & Creatives, Mediascope.
The success of the “Après Skrew” platform validates the immense potential of experiential marketing within the HoReCa universe and opens up new opportunities for the development of future integrated seasonal experiences.
Through projects like “Après Skrew,” Mediascope strengthens its position as an agency specializing in experiential marketing, retail, and HoReCa, delivering integrated campaigns that drive relevance, engagement, and measurable results.
About Pernod Ricard
Pernod Ricard is a global leader in the premium spirits industry and the market leader for imported spirits in Romania. The company’s mission, vision, and objectives reflect its commitment to excellence, social responsibility, and sustainable growth.
Pernod Ricard is dedicated to the long-term development of its brands while maintaining total respect for people and the environment, striving to drive growth and profitability for the benefit of all stakeholders. The company is strategically positioned to capitalize on the continuous global demand for premium spirits brands.
In Romania, Pernod Ricard is committed to delivering memorable consumer experiences by supporting major events, such as music festivals, to promote its brands and engage directly with its target audience. This approach is an integral part of the company’s marketing strategy, which emphasizes creating authentic, personalized experiences for consumers.
Through these initiatives, Pernod Ricard Romania reaffirms its alignment with the company’s global mission and vision, tailoring them to the specific dynamics of the local market and the preferences of Romanian consumers.
Pernod Ricard is dedicated to the long-term development of its brands while maintaining total respect for people and the environment, striving to drive growth and profitability for the benefit of all stakeholders. The company is strategically positioned to capitalize on the continuous global demand for premium spirits brands.
In Romania, Pernod Ricard is committed to delivering memorable consumer experiences by supporting major events, such as music festivals, to promote its brands and engage directly with its target audience. This approach is an integral part of the company’s marketing strategy, which emphasizes creating authentic, personalized experiences for consumers.
Through these initiatives, Pernod Ricard Romania reaffirms its alignment with the company’s global mission and vision, tailoring them to the specific dynamics of the local market and the preferences of Romanian consumers.
About Mediascope
Mediascope is redefining how international brands build their retail presence across Central and Eastern Europe and on a global scale, through projects that bring together innovation, data, and integrated communication experiences.
With a 360° brand management core, the agency’s specialists manage end-to-end projects—from strategy and creative development to in-house production and local and international implementation—delivering solutions built for measurable impact, operational efficiency, and sustainability.
Brand Activations
The organization and implementation of activations at points of sale, during events, or in public spaces, designed to drive brand visibility and engagement rates.
Integrated Campaigns
The development of 360° marketing solutions that incorporate new tech, digital, outdoor, in-store, and experiential elements.
Custom Production
The development of innovative brand installations and POSMs, retail theatricalization, experiential placements, technology, and data collection.
Mediascope collaborates with renowned brands across diverse industries, such as FMCG, spirits and alcoholic beverages, retail and commerce, fashion, events, and festivals, focusing on delivering campaigns that generate measurable impact—whether through sales growth or brand equity consolidation.
The Mediascope team delivers innovative yet grounded solutions tailored to their clients’ business realities and objectives. They are actively involved throughout the entire creation and implementation process, working in close partnership with clients to ensure every project aligns perfectly with their requirements.
Check out the original article here.
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