The Captain Morgan rum brand is encouraging consumers this Halloween to show just how scary they are using their mobile phones. In-store signage asks consumers to dress up as monsters and text their photos to CAPTIN or email in a picture to enter a contest. The winner with the best costume will win a trip for four to the Mardi Gras in February.
“In the prevailing economic environment, brand marketers desperately need all their campaigns to have a conversion objective,” said Alex Hall, chief operating officer of Captain Morgan agency TigerSpike, New York. “Brand awareness is still very important, but an ideal marketing world will always see awareness convert straight to purchase.
Aye, Cap'n
Last month, the rum brand added a mobile component to its existing Pose Off campaign. Captain Morgan let users upload photos of themselves doing Captain Morgan poses via mobile. This was one of the first cross-carrier incoming MMS campaigns nationwide.
Last month, the rum brand added a mobile component to its existing Pose Off campaign. Captain Morgan let users upload photos of themselves doing Captain Morgan poses via mobile. This was one of the first cross-carrier incoming MMS campaigns nationwide.
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