Case Study / August 9, 2017

Captain Morgan

Celebrate Like the Captain

Using football culture to inspire a target demographic to engage with Captain Morgan
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Inputs

Alcohol is part of culture and cultural moments create engagement.

Insight

The audience for Captain Morgan skewed towards a male demographic. We identified their three loves: friends, football and social media.

The Idea

#CelebrateLikeTheCaptain.

Instigate and reward the most fun goal celebrations by challenging football clubs to perform their greatest goal celebrations and submit them online for the chance to win the ultimate end-of-season football trip to the home of Captain Morgan – the Caribbean.

Implementation

Campaign launch content created with Stjarnan FC – the Icelandic football team who became YouTube sensations with their own unique celebrations.

Engaged 300 amateur football clubs.

Formed a partnership with the PowerLeague to generate grassroots engagement.

“Captain” Wes Morgan made ambassador for campaign, causing a national media storm with his own cheeky celebration on the pitch.

Impact

Visibility – 24,259,202
Submission – 232
Video views – 2.9million
On sale – #CLTC videos and table talkers at 100
Stonegate pubs
Players on CM branded football pitches – 349,000
Players involved in submissions – 2,784