Captain Morgan Ireland Facebook
The Brief:
Captain Morgan launched in Ireland in 2008. Create an engaging PR program to help launch the Captain Morgan Ireland Facebook page. Encourage consumers to become a fan and interact with Captain Morgan Ireland online with a KPI of 10,000 fans by June 2010.
The Solution:
Once the Captain Morgan Ireland Fan page reached a sizeable number of fans, we wanted to start driving cut through credibility of the Captain personality among the target consumer. The output was “Dare The Captain” an engaging digital PR activity supported by online advertising and a media partnership with Metro
Dare The Captain was all about driving relevance and credibility with the target market, and driving WOM that would lead to an increase in fan numbers. Fans literally dared the Captain to do something legendary when he was next in Ireland, the winning dare would be carried out by the Captain, filmed and uploaded to Facebook.
The Competition launched on the Captain Morgan Ireland Facebook page & was supported by a partnership with Metro - Dublin’s free distribution newspaper & online advertising. Metro newspaper (with over 100,000 circulation) was the perfect media outlet in terms of target audience and the Metro team worked to develop a bespoke partnership to fit the brand.
WHPR used ‘Dare The Captain’ as a key driver to encourage new fans/Metro readers to join the fan page. This PR/promotional activity & the Captain Morgan character provided engaging editorial content, which was of interest to Metro readers and ultimately our target audience. As a result, Metro agreed to do a 60 Second Interview with Captain Morgan and also agreed to run an exclusive story with images surrounding the Dare The Captain activity
Captain Morgan filmed clips to encourage fans to get involved – announcing details of the challenge to his Irish Facebook followers and then posting a reminder clip to keep the fans interested and engaged with the idea. This was supported by regular posts and continued interaction with fans as they posted their dare suggestions.
The winning dare was filmed & uploaded onto the fan page. The winning darer won €1,000
The Captain Morgan Ireland Facebook page currently has over 68,000 Irish Facebook fans.
View the Captain's winning dare here: http://www.youtube.com/watch?v=e4Y6xX0VvJY
To become a fan go to http://www.facebook.com/CaptainMorganIreland
