Why is the rum always gone? 08/31/2009
There are things I wish I had included in the text, but just didn’t have the room for them. The MPR campaigns executed by Diageo in support of their Captain Morgan brand rum and themed around the 2004 and 2008 presidential elections are an example. They incorporated social media by having www.captainmorganforpresident.com link to a Facebook fan page, and they used traditional media by distributing some great press releases, albeit tongue-in-cheek to the mainstream press. In 2008 the release they spelled out the “Captain’s” platform and posted a YouTube video. In the 2004 release they promoted an event during the Republican convention giving rides to the Hamptons to people who wanted to get away from Manhattan and the bustle of the convention. Really a great concept with strong execution. Reflections: What makes a great press release? What elements of greatness does the 2004 Diageo release show? What are the common threads that tie traditional media, social media, and event PR together? CommentsLeave a Reply | 
AuthorGaetan Giannini is an Assistant Professor and the Chair of the Department of Business, Management & Economics at Cedar Crest College. He is also the author of Marketing Public Relations (Pearson-Prentice Hall) and a speaks and writes frequently on sales and marketing topics. ArchivesJune 2010 CategoriesAll Click to set custom HTML
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