Ed Cotton: Captain Morgan’s Search For Branded Content Treasure

Ed Cotton: Captain Morgan’s Search For Branded Content Treasure

The rum brand strikes gold in deciding to fund a real life Indiana Jones on a dive for their namesake's pirate trove.

Ed Cotton, BSSP
  • 6 june 2012

Business Week has a great story about Diageo’s sponsorship of a Panama expedition to search for Captain Morgan’s boat.

It works on so many different levels:

  1. Adds valuable authenticity to the brand’s history- the Captain really existed and isn’t some fictitious character dreamed up by an ad agency
  2. The event comes with an inbuilt sense of an adventure- it’s a deep sea treasure hunt, that again adds to the brand
  3. It creates valuable content- brands are now searching for content streams to fill their social networks- so doing something interesting like this, probably beats a community manager Tweeting about a grocery store promotion
  4. It’s not advertising- it’s a real event that gives credibility to the brand

Of course, Diageo have the power to turn this into something, as Tom Hebst, Brand Director of Captain Morgan explained to Business Week

“The rum and fun nights out are a search for buried treasure, you get together with your crew and embark on the night and never know what you’re going to find, and on the best nights you uncover those hidden secrets and gems that make stories that define you and your friends for the rest of your life.”

This effort is a nice reminder that brands need to think about the breadth of opportunities available to them and try to evaluate not only how “on brand” they are, but also  understand the depth of potential they have to create compelling content across the marketing mix.

(Read original post here.)

Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at influx insights.


Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology Yesterday

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

Design & Architecture Yesterday

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online


Get PSFK's Related Report: Future of Retail: Technology Primer

See All
Retail Yesterday

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Related Expert

David Polinchock

Emerging Technologies

Travel Yesterday

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment Yesterday

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI Yesterday

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

PSFK Labs Yesterday

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Millennials Yesterday

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food Yesterday

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising Yesterday

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Retail Yesterday

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children Yesterday

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants Yesterday

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology Yesterday

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

Technology Yesterday

Wearable Device And Lamp Recreate Beautiful Sunsets In Your Home

Sun Memories can record up to six hours of natural light and reproduce it via a connected light at a later date

No search results found.