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Diageo


Captain Morgan: Live Like the Captain


Diageo


Captain Morgan: Live Like the Captain


Insight

Captain Morgan tasked Edelman with helping to recruit ‘new pirates’ into the brand.

We wanted to bring Captain Morgan’s pirate spirit to life. To let new pirates Live Like The Captain… while the Captain lived like them.

To do this, we focused our attentions on one of the biggest events in the UK sporting calendar: the FA Cup Final.

By going where the cameras were on FA Cup Final day, our goal was to cut through the noise to launch our Live Like The Captain campaign across earned, owned and paid channels.

Idea

#LiveLikeTheCaptain

FA Cup Final day is one of the busiest bar shifts of the year – and if you’re working the match, you’re not watching it.

With this in mind, we brought to life the new brand campaign on FA Cup Final day by giving bar staff at iconic football pub The Globe the chance to live like the Captain.

Captain Morgan and ex-football Captains David Seaman and Andy Townsend turned up unannounced at morning shift briefings to surprise bar staff – giving them the chance to go to the game while the Captains covered their shifts.

While the bar staff headed off to the match, the Captains gave thousands of fans an unforgettable pre-match build-up by serving their drinks behind the bar.

We ran a campaign across earned media, owned social media channels, via David Seaman’s social media channels and partnered with The Lad Bible to create content on the day.

BBC1’s live FA Cup Final coverage was hijacked by crowd members Living Like The Captain in branded hats.

Impact

The campaign generated surprise and delight among fans and pub staff and an entertaining bar shift with our Captains, captured and shared in real-time across earned, owned and paid media channels.

Engagements

Reach

The campaign exceeded expectations, resulting in top-tier national media coverage, a reach of 48 million and over 100,000 content views via The Lad Bible.

Coverage included Mail Online, Sky Sports, Huffington Post, Mirror, Metro, Esquire, The Telegraph, BBC, Express.co.uk and Arsenal FC YouTube channel.

The campaign's social media reach hit six million in only 24 hours, including nearly 170,000 content views and 135,000 engagements.

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