Dive Brief:
- Captain Morgan, the official spiced rum sponsor of the NFL, launched a new campaign on Sept. 14 timed to the 2023-2024 football season, according to a press release.
- “Follow the Captain” is a multi-channel campaign featuring celebrities including Victor Cruz and Action Bronson. Over the course of the season, fans will have the chance to win exclusive prizes through a real-world and social media scavenger hunt. The contest will be largely facilitated through hidden QR codes.
- The campaign features new TV creative featuring Cruz, pop star Bebe Rexha and rapper Aminé. The first spot is set to air on Sept. 24, during which the featured talent will point out how to enter the contest.
Dive Insight:
With professional football back in full swing, Captain Morgan is looking to take advantage of its association with the NFL throughout the seas. “Follow the Captain” merges the digital and real-life for an integrated campaign. Prizes include watch parties, performances from featured artists and a trip to Super Bowl LVIII in Las Vegas.
In a 45-second promotion for “Follow the Captain,” the star-studded cast describes what could or could not be a clue. In one scene, Cruz is determined to not be a clue. However, after turning around, a QR code is visible on the back of his jacket. In another, a QR code can be seen on the t-shirt of an extra. Throughout the promo, consumers are encouraged to pay extra attention to Captain Morgan advertisements, as any one of them could contain a clue.
QR codes have become a popular vehicle for marketers after consumers became increasingly exposed to the technology as it saw a resurgence after the pandemic took hold. Not only have QR codes appeared on packaging, but also in commercials. Famously, a bouncing QR code in Coinbase’s Super Bowl LVI advertisement crashed the app.
Captain Morgan has only recently joined the NFL bandwagon, becoming an official partner of the league in 2022. The rum’s parent company, Diageo, is the first spirits sponsor of the league, reflecting changing consumer tastes as the public shows an interest in products other than beer.
