Hollywood actress Mena Suvari has been brought on board as part of the integrated campaign, helping to tell the story of The Captain’s Island through PR and content. The campaign, also supported across a variety of platforms from TV, online, experiential, on-trade and off-trade, will run in 13 different markets across the world USA, Canada, UK, Ireland, Germany, Austria, Czech Republic, Denmark, Russia, Argentina, Mexico, Peru and Costa Rica.
The Captain’s Island uses Facebook as the hub for the whole activity, with an interactive application that can be downloaded from each country’s Facebook page designed to drive engagement with the brand and campaign. Consumers wanting to participate in the campaign and compete to win a legendary three day adventure on The Captain’s Island will need to join the Captain’s Facebook crew which is already in excess of two million fans globally. Fans will then collect five ‘keys’ to enter the campaign – these will be available on special promotional packs, through online challenges and at experiential events via purchase. Each key will have a unique code which must be entered on The Captain’s Island application for consumers to stand a chance of winning the legendary prize. Captain Morgan has invested in online advertising and a partnership with Facebook, including sponsored links, to drive its key consumers to the campaign.
Hollywood actress Mena Suvari, currently filming American Reunion (the fourth in the American Pie series), has also been enrolled in the campaign, playing a key part in getting news of The Captain’s Island to consumers and encouraging them to participate via media interviews, photoshoots and through her appearances in a number of branded online videos. Mena will also be present on The Captain’s Island as Captain Morgan’s Island reporter, interviewing consumers who have made it that far and commentating on highlight videos from the final. Mena will also be delivering a responsible drinking message to consumers as part of the role.
Captain Morgan will be raising awareness and driving further engagement with The Captain’s Island campaign through a high profile TV advertising campaign in Canada, Denmark, Germany, Austria, Argentina, and Northern Ireland. Airing from 1st August throughout the campaign, the new 30, 20 and 15 second TV adverts will showcase the adventures and legendary times that could unfold for the winners on the Island. As you’d expect, the Captain’s legendary ‘pose’ also makes an appearance!
Consumers will also be able to engage in The Captain’s Island campaign via on-trade and off-trade activity. Special promotional bottles featuring ‘keys’ will be available in supermarkets and off-licences and bespoke campaign POS has been created to grab consumer attention. ‘Keys’ will also be made available in the on-trade through the purchase of Captain Morgan and at surprise Captain Morgan evenings at select venues. Redemption of keys is limited to one per consumer in both on and off trade promotions.
The ultimate goal for contestants entering is a three day legendary adventure on The Captain’s Island with the Captain, Mena and his Morganettes and the chance to win a share of $15,000. After collecting five keys one consumer in each market will be selected as a winner and then allowed to invite two friends to join them for this trip of a lifetime. Captain Morgan has commandeered an Island in the Caribbean and contestants on the Island will participate in a series of beach and Island themed challenges. There will be five challenges and the winning team from each will receive a ‘chest’ that may or may not have the $15,000 prize fund. At the end of the adventure, each winning team will open their ‘chest’, revealing who gets the share of The Captain’s bounty.
Russell Jones, Global Marketing Director for Captain Morgan stated: “The Captain’s Island is a campaign that Captain Morgan consumers around the world will absolutely love. 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. Who wouldn’t want to take part? I’ve checked the T&Cs and I’m just personally upset that Diageo staff can’t participate!”
The contest is open now to everyone in above legal purchasing age. The closing date for crews to sign up and collect five (5) keys is 18 September 2011. Please see http://www.facebook.com/CaptainMorgan?sk=app_263474443667840 to find local pages participating and full Terms and Conditions for The Captain’s Island.
The Captain Morgan brand will continue to encourage fans and consumers to drink and party responsibly, for more information on responsibly drinking please visit www.drinkiq.com