Diageo brand Captain Morgan asked Captive Media to create an interactive game as part of Captain Morgan's UK summer campaign to celebrate the summer of football. The full media plan comprised of traditional outdoor poster sites, and Facebook promotion of a three minute featurette: "The Captain's Cannon". CaptiveMedia was asked to develop an interactive game version allowing consumers at venues across London to engage with the content themselves.

The main objective was to bring to life the brand's promise to add fun to consumers' nights out. Related goals were to create buzz around Captain Morgan and to create positive impressions of the brand. Furthermore, as a place-based advertising system, Captain Morgan wanted to see how sales of their brand would increase in the bars.

Captive Media ran a four week campaign for Captain Morgan across 10 locations across central London. The campaign consisted of a background video ad slot and a specially-commissioned game called The Captain's Cannon. The game was a twist on the classic penalty shoot-out challenge.

Over the four week campaign, 33,767 games of The Captain's Cannon were played. Exit polls discovered that unprompted recall of Captain Morgan was 80% and that 88% of players would tell their friends about the game. Further, in three test venues, average weekly sales of Captain Morgan were over 12% higher than during the eight weeks prior. YOY analysis also found that sales were up by 25% on the same time in 2013. Captain Morgan have since booked a repeat campaign.

Average weekly sales up 12.4% compared to 8 weeks prior, and up 25.9% YOY from the same period in 2013. Unprompted recall of Captain Morgan of those who played game was 80%. The brand was delighted with the impact and is rolling it out more widely.