TONIGHT ON MATCH OF THE DAY...

CAPTAIN MORGAN
Live Like The Captain

social | content | experiential | live event | PR | influencer

Directing short form films of famous ex-footballers pulling pints in the morning, editing these on the fly, seeding them, then social listening for the online buzz surrounding them: all pre-kick off. That was FA Cup Final Day 2014 for us - the first activation of our global pitch-winning Influencer, Owned, Paid and Earned media strategy.

First off, the important bit: live on the BBC, to the watching millions, John Motson did a pirate’s arrrrr! He saw influencer ‘Bully Arsenal’ wearing our pirate hat in the crowd and couldn’t help himself. Plus the Mail Online, Sky Sorts, Huffington Post, Mirror, Esquire, The Telegraph, BBC and Express.co.uk all picked up the campaign. Complementing our comprehensive Ladbible partnership. While overall reach was 48 million, including social media reach of 6 million in the first 24 hours. And did we mention that Motty arrrrr’d live on air, on Cup Final Day, when he saw our hat. Drop mic.







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