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Posts Tagged ‘Captain Morgan

To Life, Love and Loot: A Captain’s Orders

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Original content that speaks to the hearts and minds of your consumer.

Captain Morgan’s To Life, Love and Loot campaign is a “witty narrative about a great leader who fearlessly protected his crew and had the ability to gracefully navigate whatever life threw his way.”  Captain Morgan demonstrates an unflinching poise in the face of adversity and a self-assured bravado.  Not coincidentally, these are the qualities which we look for in our quarterbacks, point guards and starting pitchers.

The What

Homepage Takeover of ESPN.com on August 8th.  Elements included:

  • Page Reskin
  • Pushdown Unit (with video player)
  • Fixed Above-The-Fold rectangle

The units clicked through to Captain Morgan’s, YouTube page which featured all three videos in the To Life, Love and Loot campaign.  Captain Morgan’s, YouTube featured a page skin and a fixed 300×250.  The 300×250 linked to Captain Morgan’s, Facebook tab “Rumpedia“.  All of these elements served to increase the user interaction with the brand.

 The Why

The video player in the pushdown unit allowed Captain Morgan to tease its third and final video in the To Life, Love and Loot campaign. The 15 second clip showed the Captain Morgan character upsetting a maternal guest at an elite dinner party.  However, if viewers clicked on the video, they would see that the Captain Morgan character uniting the guests in a rebellion against their stodgy, traditional ways, and creating a spontaneous moment of exhilaration.  The underlying theme of the spot was that the charismatic leader is able to cause change without saying a word.  Again, a quality that we look for in our sports heroes.

We want our sports heroes to perform at a world class level, but more importantly, we want them to lift their teams to the pinnacle of their sport.  That is why Vince Cater is viewed differently than Dirk.  That is why the Captain Morgan character is different than the Most Interesting Man in the World,  and why To Life, Love and Loot is the perfect campaign for Captain Morgan to increase its brand image with sports fans.

The To Life, Love and Loot campaign highlights three different aspects of Captain Morgan’s personality: in Captain Morgan’s ‘Glass’ he’s a leader; in Captain Morgan’s ‘Ride Home’ he’s responsible; and in Captain Morgan’s ‘To Life, Love and Loot’ he’s cool, calm and collected under pressure.  These are all traits that we look for in our favorite athlete, and more importantly traits that we all like to think we personify.

Key Takeaways

To Life, Love and Loot is a campaign for the Captain Morgan brand that aims to reinforce to the viewer that they too can live like Captain Morgan.  Through demonstrations of valor, confidence and charisma, the Captain Morgan character speaks to the brand’s target audience.  The positioning of the campaign fits well on sports outlets.  This audience is looking for the same characteristics personified by Captain Morgan, in their favorite athletes.  To Life, Love and Loot resonates with sports fans and will greatly enhance the brand’s image.

Written by Peter Amador

August 16, 2011 at 11:49 PM

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.

Written by Peter Amador

July 26, 2011 at 1:16 AM

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