The Captain's Cannon

During the World Cup, Captive Media ran a football-themed game for Diageo mega-brand, Captain Morgan. It proved to be hugely popular – and highly effective in promoting the brand. For four weeks, in 10 central London locations, Captain Morgan challenged players to score as many goals as possible … by aiming at targets in the urinal! (see here for details).

Across three test venues (Zoo Bar in Leicester Square, the Loop in Mayfair and The Exhibit in Balham) average weekly sales rose by 12.4% compared to the eight weeks prior. And they rose 25.9% against 2013.

Exit polls also showed unprompted recall rates for Captain Morgan of 80%, while 86% thought the game made Captain Morgan seem more fun, and 88% told friends about it.

The Captain’s Cannon was played over 33,000 times with 560,000 goals scored. Watch this short video to hear how consumers reacted to “The Captain’s Cannon”.


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