SOURCE: CMN

CMN

June 30, 2014 14:03 ET

Cardenas Marketing Network Wins 2014 PRO Award for Its "Noches del Capitan" Experiential Marketing Campaign for Captain Morgan Spiced Rum

NEW YORK, NY--(Marketwired - June 30, 2014) -  Cardenas Marketing Network, a leading multicultural experiential and live events marketing agency, won a PRO Award for its "Noches del Capitán" guerrilla marketing campaign for Captain Morgan spiced rum.

The "Noches Del Capitán" experiential marketing campaign was developed to tap into the Hispanic consumer's passion points and to introduce and reinforce the Captain Morgan brand offering. The campaign is a culturally savvy and intrepid adaptation of the immensely popular "To Life, Love and Loot" slogan Captain Morgan launched back in 2011.

"Noches del Capitán" created a unique and engaging club takeover experience that broke from the routine and transformed an ordinary night out into an adventure. Each club venue where the campaign was activated was transformed to give the look and feel of the Captain's ship. Consumers were invited to sample Captain Morgan cocktails and to try new recipes as well as to participate in the many interactive activities, such as: photo opportunity, tattoo crew, cannon ball ritual and Captain's conquest. Video loops and venue DJ's delivered key brand messaging and encouraged consumers to use the program's hashtag (#nochesdelcapitan) throughout the night.

Each venue also had a photo activation station allowing consumers to take a photo on the Captain's throne and email it to themselves or share via social media with their friends using the hashtag (#nochesdelcapitan) on the spot. The photo activation reminds participants that they are the Captain's of their adventure.

Meanwhile, the tattoo crew roamed the venue giving airbrush tattoos to all of those adventurous enough to wear the Captain's mark. The innovative branded tattoo equipment is worn on a customized vest by one of the beautiful Morganettes, allowing them to reach all areas of the venue. Another team of brand ambassadors walked through crowds inviting consumers to participate in the "Captain's Conquest," the brand's legendary mobile game where players command the seas like the real Captain Morgan. Guests who won received a branded t-shirt as a prize.

The Morganettes performed the Cannonball Ritual, a choreographed dance, using branded cannonballs with flares. During the dance, samples of Captain & Cola were distributed to the audience and immediately following the dance, the DJ asked everyone to raise their glass and toast to "Life, Love & Loot."

"Noches del Capitán" primarily targeted Millennial Mexican-American males, 21-29, who are proud of his family roots but American in their outlook. They cross seamlessly between cultures in both language and attitude. They are "tight with their crew," crave adventure and dream big.

Captain Morgan saw some organic growth in consumption amongst Hispanic males 21-29, but awareness was low. However, trial and conversion numbers for this segment was high, thus presenting this consumer group as a huge opportunity for future volume growth.

"We are thrilled to win this award, but more than that, we are excited about bringing to life the legend of Captain Henry Morgan among U.S. Hispanic Millennials and other Hispanic consumers," said Elena Sotomayor, CMN VP of Experiential & Event Marketing. "The Captain Morgan brand has such a rich history. Captain Morgan was a young 17th Century adventurer who set out for the West Indies and changed the landscape of the Caribbean and the New World. Our goal was to bring to life all of these dynamic and intrepid attributes through our 'Noches del Capitán' campaign."

During the first half of the program (September - December 2013) Dallas, Phoenix and Chicago hosted a combined total of 11 consumer events and 2 trade events. As an extension of the program, 130 off premise sampling and 64 on premise promotions also took place in these three markets. .

The PRO Awards, presented by Chief Marketer Network, recognize outstanding promotion marketing in 26 categories. The awards are the benchmark for outstanding creativity and stellar results in the marketing industry, as judged by a jury of expert peers.

The 24th annual 2014 PRO Awards recognize outstanding promotion marketing in 26 categories. The awards are the benchmark for outstanding creativity and stellar results in the marketing industry, as judged by a jury of expert peers.

The 2014 edition included agency work performed for some of the world's most prestigious brands including Diageo, Coca-Cola, Ford, AT&T, ConAgra, Clorox, Canon, Frito-Lay, and Del Monte.

The work was judged on four criteria: Concept, Originality, Execution and Results. The distinguished roster of judges including senior-level marketers from Ford, Mastercard, Bayer Healthcare, NBC Universal, General Mills, Vera Bradley, LG Electronics, The Art Institutes, and PepsiCo, among many others.

The awards ceremony took place on June 25, 2014 at The Manhattan Club in New York City.

About Cardenas Marketing Network

Cardenas Marketing Network is a multicultural experiential marketing agency that connects consumers and brands through their passion points of music, sports, family, friends and cultural pride.

The award-winning agency has been recognized by Event Marketer's Top Agency "It List", won two Chief Marketer's "Promo 100" and Crain's Chicago Business "Fast 50" among others for its service to such clients as Anheuser-Busch InBev, Diageo, H&R Block, Johnson & Johnson, McDonald's and Sherwin-Williams. To learn more please visit: cmnevents.com

About Chief Marketer Network

The Chief Marketer Network helps you achieve the best balance of digital, print, event and other media for your marketing. It provides a full portfolio of information services that respond to today's ever challenging marketing environment where ROI and metrics are top of mind all of the time. We seek out the best of measurable marketing intelligence -- and then summarize, and make it actionable for senior marketing executives and their direct reports! For more information please visit: ChiefMarketer.com

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