Captain's Gold
Client: Captain Morgan
Role: Creative Director
2021
To promote its 'Better Than Gold' initiative, Captain Morgan sought to engage gamers and enhance its social media presence. We crafted an exclusive Instagram-based digital scavenger hunt, guiding participants through a series of clues, puzzles, and hidden treasures. This interactive experience extended the campaign beyond traditional TV advertisements.
'Captain’s Gold' transforms the escape room concept into an Instagram adventure, encouraging users to explore the platform and uncover something #BetterThanGold. Featuring enigmatic settings like an abandoned mansion and an underground vault, the experience integrates detective elements for deep immersion. We creatively utilized Instagram’s features, designing images that spanned user profiles and employing tagged photos to navigate participants through the quest.
Organizing this extensive treasure hunt required meticulous planning. It presented a fascinating gamification challenge, leveraging Instagram as a gaming platform - which it very much is not. To execute it successfully, we produced a substantial volume of content: 46 accounts, 650 lines of copy, and hundreds of posts.
