Diageo unveils Captain campaign

11 August, 2011

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

The Captain’s Island campaign, which will run via Captain Morgan’s 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 “tell the story” of The Captain’s 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 Captain’s Island, consumers have to join the Captain’s Facebook ‘crew’, which currently stands two million people globally.

Entrants will then have to collect five ‘keys’ 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: “We know our consumers are highly active in social media and love sharing stories via Facebook so that’s why we’ve chosen this as the route for entry.  

It’s easy to take part and look what they could win – a legendary adventure on Captain Morgan’s Caribbean island, hanging out with The Captain, an intrepid Hollywood actress and the chance to win a share of $15,000.” 


Nick Strangeway

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