Captain Morgan
Pose Off
This activation ignited massive levels of interaction and built a mere Facebook page into SA’s largest brand Facebook fan page. We leveraged and continue to engage this community through status updates and posts gaining market research, insights and brand love. Never underestimate the power of social media and facial hair.
Brief
Brandhouse partnered with us to leverage the Captain Morgan SA
Facebook page with their annual Pose Off campaign. Our mission was
to gain as many entries to the competition as possible, through
photo submissions to a Facebook application (that tied into the
Captain Morgan website).
Approach
We didn't want to run just another run-of-the-mill enter-and-win
campaign and decided to incorporate this into a bigger and more
interactive idea: we ran Facebook media in the form of reach blocks
to get the word out and created an application that allowed fans to
upload their own pose off which their friends could vote for, like
and share. News of the fun idea spread like wildfire, and soon the
entries poured in by the thousands.