How can Captain Morgan’s NFL sponsorship expand to a 360 campaign that refreshes the brand’s cultural meaning?
Captain Morgan is a season-long mega sponsor of the NFL. With ambitions of major category growth in the next 5 years, how do we inspire NFL fans to participate in a series of events, and create a PR worthy collection of experiences that boost brand affinity for the spiced rum? Something that only the Captain could offer..
Follow The Captain is a season-long NFL sponsorship that integrates quizzes, clues, prizes, events, and a series of mind-blowing experiences to tap into the true spirit of the brand - adventure- and create sustained interest as the football season marches on. Through a series of media and gateways, dedicated NFL fans can connect with Captain Morgan Ad-ventures for access to incredible merch drops, one of a kind events, and the ultimate prize - the Super Bowl party of a lifetime.
Clues were placed everywhere; integrated into social posts, on television ads, and even in moments like a jacket hanging in a thrift store window. Everything was a clue.
FollowTheCaptain.com acted as the main hub for the campaign. As fans engaged via TV commercial, phone, scanned a QR code in a bar - or anywhere really - they were direct to the FTC site to play, stay on top of new clue drops, or to learn more about new events.
And when fans answered the clues and quizzes, they won prizes and entered sweeps in record numbers to gain access to incredible experiences like Captain’s Section (ticketed seats with like-minded fans in reserved gameday experience sections) and unbelievable events like Vic’s House Party (Victor Cruz’s birthday party event with performances by Amine & Smino) and tailgating events with Action Bronson.
And for the final event, we took superbowl weekend by storm. Captain Morgan was title sponsor of the Sports Illustrated party at the Wynn with performances by Bebe Rexha, Chainsmokers and Kygo - and an invite to all 32 entrants into Captain Morgan & The NFL’s Fan of the Year contest.
Role: Group Creative Director, NVE Experience Agency for Diageo
Creative Director: Katie Honig
Sr. Design Director: Curtis Duval
Sr. Art Director: Ivan Puerto
Environmental Artists: David Roan, Byron Terrell
Graphic Designer: Allison Long
IAT Partners: Taylor PR, Starpower LLC, Vayner Media, Anomaly, PHD Media, Wasserman