Diageo unveils Captain campaign

11 August, 2011

Diageo has launched a global, multi-media marketing campaign for its Captain Morgan rum-based brand.

The Captainís Island campaign, which will run via Captain Morganís Facebook page, will offer consumers the chance to win a three-day trip to a Caribbean island and a share of a US$15,000 prize pool.

Hollywood actress and star of American Beauty, Mena Suvari, will front the campaign and ďtell the storyĒ of The Captainís Island.†

The campaign will also comprise TV, online, 'experiential', on and off-trade marketing accross the USA, Canada, UK, Ireland, Germany, Austria, Czech Republic, Denmark, Russia, Argentina, Mexico, Peru and Costa Rica.

To participate in The Captainís Island, consumers have to join the Captainís Facebook Ďcrewí, which currently stands two million people globally.

Entrants will then have to collect five Ďkeysí to enter the campaign, which are available on special promotional packs, through online challenges and via on-trade purchases.

Captain Morgan has invested in online advertising and a partnership with Facebook, which includes sponsored links to drive consumers to the campaign.

Russell Jones, global marketing director for Captain Morgan, said: ďWe know our consumers are highly active in social media and love sharing stories via Facebook so thatís why weíve chosen this as the route for entry. †

Itís easy to take part and look what they could win Ė a legendary adventure on Captain Morganís Caribbean island, hanging out with The Captain, an intrepid Hollywood actress and the chance to win a share of $15,000.Ē†


Dominic Roskrow

Three gins that are a real gas

A†few years ago, just after the british government had deregulated the gas industry, I spoke to a marketing director tasked with targeting pubs and clubs.

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