Diageo’s Captain Morgan brand wanted to target millennial men during the football World Cup, with something cool and engaging. See and hear how pee-controlled game “The Captain’s Cannon” drove up sales by 30% and created a lot of new fans of the brand.

Captive Media ran a four week campaign for Captain Morgan across 10 locations across central London. The campaign consisted of a background slot and a specially-commissioned game called The Captain’s Cannon.

In three test venues, average weekly sales of Captain Morgan were over 12% higher than during the eight weeks prior. YOY analysis also found that sales were up by 25% on the same time in 2013. Further, exits polls discovered that unprompted recall of Captain Morgan was 80% and that 88% of players would tell their friends about the game.

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