Captain Morgan rum Facebook prize promotion

Hollywood actress Mena Suvari is fronting a new global cross-media campaign to support Captain Morgan’s Spiced, its number one rum based spirit brand.
The Captain’s Island, which is running via the Captain Morgan Facebook page, gives the brand’s fans an opportunity to win a three day adventure for themselves and two friends on The Captain’s Island (a private Caribbean island) with the Captain, Mena and his Morganettes and to compete to win a share of $15,000.
The campaign, also supported across a variety of platforms including TV, online and experiential, will run in 13 different markets across the world: USA, Canada, UK, Ireland, Germany, Austria, Czech Republic, Denmark, Russia, Argentina, Mexico, Peru and Costa Rica. One team will be able to win the trip to the island from each market.
The Captain’s Island uses Facebook as the hub for the whole activity, with an interactive application that can be downloaded from each country’s Facebook page designed to drive engagement with the brand and campaign.
Consumers wanting to participate in the campaign and compete to win a three day adventure on The Captain’s Island will need to join the Captain’s Facebook crew, which is already in excess of two million fans globally, and then collect five ‘keys’ to enter the campaign. Each key will have a unique code which must be entered on The Captain’s Island application for consumers to stand a chance of winning the legendary prize.
Captain Morgan’s Spiced has invested in online advertising and a partnership with Facebook, including sponsored links, to drive its key consumers to the campaign.
Actress Mena Suvari, currently filming American Reunion (the fourth in the American Pie series), will play a key part in getting news of The Captain’s Island to consumers and encouraging them to participate via media interviews, photoshoots and through her appearances in a number of branded online videos. Mena will also be present on The Captain’s Island as Captain Morgan’s Island reporter, interviewing consumers who have made it that far and commentating on highlight videos from the final. Mena will also be delivering a responsible drinking message to consumers as part of the role.
After collecting five keys one consumer in each market will be selected as a winner and then allowed to invite two friends to join them.
Captain Morgan has commandeered an Island in the Caribbean and contestants on the Island will participate in a series of beach and island themed challenges. There will be five challenges and the winning team from each will receive a ‘chest’ that may or may not have the $15,000 prize fund. At the end of the adventure, each winning team will open their ‘chest’, revealing who gets the share of The Captain’s bounty.
In the UK, the contest opens to all consumers above legal purchasing age on August 14 and closes September 18 2011.