KIDSUPER MERCH DROP
CAPTAIN MORGAN
Creative Director
I developed and sold through the core concept. I led cross-agency creative, experiential design, and interactive technology. I supported on the press strategy.
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CHALLENGE:
Captain Morgan had never dropped merch before. Our first collab had to make a mark as only the Captain could.
IDEA:
Most merch drops happen in predictable places. Grand Central Station isn't one of them. So that's exactly where we went.
We teamed up with Super Bowl legend Victor Cruz and KidSuper's Colm Dillane and planted a locked shipping container in the middle of the station, with an enormous lock and a countdown to drop.
As crowds gathered, Cruz and Dillane unlocked the container, revealing the exclusive KidSuper x Captain Morgan limited-edition crewneck.
Twenty lucky fans walked away with surprise merch giveaways.
Everyone else scanned QR codes to have a crewneck shipped to their door, driving the biggest single-day spike in website visits in Follow the Captain history.
Not bad for a first drop.
RESULTS:
1.3B+ Press Impressions
244K Talent Social Impressions
530 PR placements in Esquire, E! Online, The Drum, Sports Business Journal, and more.
750+ Attendees
