Digitally Activated: Sports Centered

A Look at Online Sports Activations

Captain Morgan: Major League Loot for You

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Jeter or Morgan… who’s your Captain?

Now I’m a big fan of Jeter, but I have to go with Morgan.  Why?  Because unless your name is Christian Lopez, Derek Jeter has never gave any of his fans the opportunity to win Major League Loot.

The What

Captain Morgan took-over the homepage of MLB.com on July 25th.  Captain Morgan’s homepage takeover included the following assets:

  • Page Reskin
  • Pencil Unit
  • Fixed 300×250

The Pencil Unit and the 300×250 clicked through to Captain Morgan’s weekly feature on MLB.com “Toasts of the Week” which gives fans the opportunity to “Enter Now to Live Like The Captain“.

“Toasts of the Week” is a feature which highlights individual performances that must be honored.  However, the feature is secondary to the sweepstakes, (evidence by the video player’s placement in the bottom half of the page) which asks the user to “Toast Your Club for a Chance to Win a VIP Baseball Experience”.

The Why

The action of having the user toast their favorite club accomplishes two important goals for Captain Morgan:

  1. It associates the brand with good times and great performances
  2. The users conceptualizes Captain Morgan with rewards (the beautiful blonde at the bar or tickets to watch your favorite team, it doesn’t matter, The Captain is always there for you)

Once the user interest chooses to enter the Major League Loot sweepstakes, the Captain engages the fan with a sleek and attractive sweepstakes page.

Captain Morgan uses its sweepstakes page to successfully integrate its league sponsorship with local partnerships.  The use of team’s marks enables the brand to drive its message directly to its targeted consumer, rather than abstractly through the use of a league’s mark. League marks provide scale but does not generate the visceral emotion of a team’s logo.

Furthermore, I appreciate that the Captain asks you to keep your toast to less than 50 words.  This prevents users from questioning whether they can craft a toast that poetic enough to warrant the Captain’s Loot, and decreases dropoff after entry.

Once a user has completed the sweepstakes entry, Captain Morgan thanks them for entering the Major League Loot contest and prompts them “To Join The Captain for a Toast on Facebook”.

The brand is able to extend the conversation with its target consumer by driving contest participants to it Facebook page, turning a one-off sweepstakes promotion to an effective CRM tool.

Key Takeaways

Captain Morgan used its homepage takeover on MLB.com to increase awareness for its “Major League Loot” sweepstakes.  The creative on the homepage drove awareness for the sweepstakes, while the fixed units clicked through to the sweepstakes page.  The sweepstakes enhanced the brand’s association with great memories and rewards.  Furthermore, the brand drives its messaging home by using team marks to create a personal connection with its target consumer.

Here’s to toasting great brands and great friends, sports wouldn’t be the same without them.

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Written by Peter Amador

July 26, 2011 at 1:16 AM

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