Captain Morgan Captain’s Gold

Jakub Jakubowski

Captain Morgan: Captain’s Gold

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‘Captain’s Gold players embark on an epic adventure in search of the legendary treasure, where they explore different locations, find clues and solve puzzles – all happening entirely on Instagram. We “hacked” the platform and its features to turn it into a full-fledged game environment and helped the brand venture deeper into gaming territory.’

Jakub Jakubowski, Game Director, UNIT9

The background

Captain Morgan wanted to promote their new, more modern brand identity and expand their position in the gaming community. So we created a digital treasure hunt that lived entirely on Instagram.

Captain Morgan Captain’s Gold
Captain Morgan Captain’s Gold
Captain Morgan Captain’s Gold
Captain Morgan Captain’s Gold

The execution

Captain’s Gold was a first-of-its-kind digital escape room-style treasure hunt. We hacked the Instagram grid and turned it into a gameboard. Followers were challenged to embark on the adventure we created, exploring locations, finding clues, and solving puzzles. The experience lived across 46 individual Instagram accounts and had over 650 unique lines of copy.

The logistics of plotting a treasure hunt across so many accounts and individual posts were immense. We created an interactive prototype of the Instagram flow in Figma, which helped us present our progress and wrap our heads around all of the assets we needed to create.

Captain Morgan Captain’s Gold
Captain Morgan Captain’s Gold

Our team worked quite a bit of overtime to deliver everything on time, but Diageo was very happy throughout the entire production process. This project showed off not only our skills in asset creation but also our creativity; armed with only a 20-second TVC as creative guidance, we pulled an epic idea out of thin air. It also showed off our expert organizational skills: with dozens of accounts, hundreds of images, and hundreds of captions to manage, there wasn’t room for error in such a complex process.

Captain Morgan Captain’s Gold
Captain Morgan Captain’s Gold
Captain Morgan Captain’s Gold
Captain Morgan Captain’s Gold

The results

We took Captain Morgan’s followers on an epic adventure they won’t soon forget while also introducing them to the brand’s new image and inviting in the gaming audience. With 46 Instagram accounts and hundreds of posts, there were countless entrance points for people to see the campaign and join the fun. It was exciting to hack Instagram in a way that’s never been done before and inspired us to think outside the box on our favorite digital platforms in the future.

Captain Morgan Captain’s Gold

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