We provided the digital pillar for the summer activities of Captain Morgan. The main goal was to deliver the key brand message in the most authentic and the most pirate-like way as possible: Live like the Captain also during summer festivals! The campaign was scheduled to the festival season which is the busiest period of the year in the brand’s life. The following big festivals were included: Campus Festival (Debrecen), FEZEN Festival (Székesfehérvár) and SZIN – Szegedi Ifjúsági Napok (Szeged).
By the planning of the digital activities we focused not only on festival people but also on fans who follow the Captain’s adventures only through the social media. The main pillars of the online campaign were created according to the mentioned above: we aimed to involve each type of fans to the Captain Morgan lifestyle in various ways.
Before the festivals a two-round Facebook game was organized not only to promote the „Captain Pose” but also to involve fans and activate them to create brand-related quality UGC.
In step one users had to upload a photo of themselves presenting the classic Captain Pose. The three best pictures got to the next round where the winner was picked by a Facebook Live Vote. So the final decision was made by the members on the Facebook „pirate crew”. The winner of the competition was rewarded with free festival tickets in each case.