Our promotion directed consumers to submit entries online at the Captain Morgan India Facebook page. Fifteen contestants were selected and flown to Goa for filming. The actual character of Captain Morgan hosted the challenges designed to demonstrate brand attributes.

“Camaraderie,” “Clever Thinking,” “Masculinity,” “Bravado,” “Confidence & Popularity” and “Not taking life too seriously” were brought to life through various tasks creating lots of fun and entertaining brand moments for viewers. Captain Morgan’s famous pose was prominently integrated in the show logo and throughout the program in order to drive brand awareness and recognition.

For 13 weeks, our audience was engaged and we delivered hours worth of brand exposure in a prime time slot across multimedia platforms.

Captain Morgan became a welcomed visitor in the home of 33 million viewers. The “Captain’s Shack” program on MTV grew brand awareness from 0% to 21% against a target of 15%, achieving 140% goal. And in a country where liquor advertising is not allowed, and one cannot run a 30 second ad on TV, we garnered 50,400 seconds of brand exposure over the thirteen-week series.

This was a truly unique media study that was a reminder to us all; sometimes when a media door won’t open, you need to create a new door in the media.