Rum Street at Super Bowl LIX

CHALLENGE:

Captain Morgan needed to win back Zillennials, and when the Super Bowl came to New Orleans, we saw a chance to win back their attention in just two words.

INSIGHT:

Bourbon Street is the most famous street in New Orleans. But its iconic cocktails aren't made with Bourbon. They're made with rum.

IDEA:

For Super Bowl LIX, Captain Morgan gave Bourbon Street the name it always deserved: RUM STREET.

While other brands spent on TV ads and invite-only parties, we took over an entire street and invited the world. We filled the street with signature cocktails, local music, and even brought in T-Pain to headline.

We weren’t just throwing a party. It was our chance to give back just one month after the tragic New Year’s Day terror attack on Bourbon Street. Visitors on Rum Street could unlock $10 in “Captain’s Cash” for their next cocktail, putting real money in the pockets of the bartenders who make New Orleans legendary.

Jimmy Kimmel Live took Rum Street nationwide. A KidSuper merch drop ensured it lived beyond Super Bowl weekend.

Captain Morgan didn’t just show up to the Super Bowl. We rewrote the rules. Bourbon Street might be back to normal now, but for one legendary weekend, it belonged to the Captain.

RESULTS:

Without a single TV ad, Rum Street gained:

• 7.4 BILLION+ Impressions

• +3500% Spike in Social Mentions

• 1,240 Media Placements

• $100k in Captain’s Cash Claimed

• Measurable sales lift in New Orleans, followed by an uptick nationwide