Captain Morgan’s Bermuda Triangle activated at Australia’s biggest festivals, packed with weird and wonderful experiences, interactive games and immersive sets to solidify their ‘beacon of fun’ brand positioning.

Critically however, so those inside could truly ‘let loose their pirate spirit’, we immobilized phones on entry by sealing them in branded tear-proof pouches, allaying fears their antics would end up on social media.

Inside, we completely transformed the multiple rooms within the activation every hour, ensuring no two experiences were ever repeated, resulting in over 1000 individually choreographed acts. Even international headline talent – including Grandmaster Flash – remained a closely guarded secret until the event.

On exit, guests phones were unlocked creating a surge of mentions across social media as they shared experiences online, or chose to tell their epic tales via Facebook Live in front of the media wall, ensuring that whilst no content escaped, Captain Morgan trended online.

A specially-built superstructure shrouded in custom-designed fabric created a complex series of spaces including concealed corridors that allowed performers to enter without trace, so each experience could magically transform on an ad hoc basis. Inside an authentic pirate aesthetic was created having sourced genuine 17th century props from all over the globe, supported with bespoke Captain Morgan branded timber signage and wayfinding throughout.

To bring it to life, we contracted and managed teams of international performers, artists, musicians and DJs across the 4 days, amounting to over 1000 people, and 300 individually choreographed and curated acts.

The innovative phone cases were a world-first, borrowing from technology used to create tamper-proof boxes employed by police for securing crime scene evidence – redesigned with campaign branding and slings – to ensure access to phones remained impossible.

And critically, all this was brought to life in just 12 short weeks.

1) Objective: Attract 10,000+ people to the activation. Result: 27,556 people visited the activation = 275% over KPI.

2) Objective: Drive 40,000+ Captain Morgan sales during the activation period. Result: 140,585 Captain Morgan sales during the activation period = 350% over KPI.

3) Objective: Deliver social media reach in excess of 500,000 views as a direct result of the activation. Result: 2.1 million social reach during the activation campaign = 400% over KPI.

4) Embarrassing footage on social: Result: 0 = 100% KPI.