CAPTAIN MORGAN

Challenge: Captain Morgan wanted to amplify its “Follow the Captain” campaign during Tampa’s iconic Gasparilla Parade, a high-energy cultural moment that attracts hundreds of thousands of revelers. The challenge: cut through the noise of the parade and create a brand presence that was impossible to miss—and even harder to forget.

Idea: Transform Gasparilla into a city-wide treasure hunt that turned fans into brand-driven adventurers. By weaving the Captain’s spirit of mischief and exploration into every touchpoint, we invited consumers to “follow the Captain” beyond the parade route and into a world of discovery.

Execution:
Designed a multi-location activation across Tampa, blending street-level sampling along the parade route.

Delivered swag drops that rewarded those who followed the Captain’s trail.

Hosted branded parties and interactive touch points, turning nightlife into extensions of the campaign.

Results:
• 15,000+ participants engaged in the brand-driven treasure hunt.
• 10,000+ swag drops activated across the city.
• 25M+ social impressions generated through #FollowTheCaptain content and microsite.