POPAI Awards Gold
Captain Morgan / Bermuda Triangle
People party differently when they stop feeling filmed.Captain Morgan's Bermuda Triangle turned that into a phone free festival experience and word of mouth engine.
The problem
Give Captain Morgan a distinctive role at major music festivals by creating a space where people could actually let go, instead of performing for cameras and social feeds.
The idea
Captain Morgan's Bermuda Triangle, a hidden festival world where every phone was sealed in a custom anti tamper, signal blocking case at the door, then guests were dropped into a surreal, high energy pirate party that felt almost impossible to describe once they left.
How it worked
- Built a secret Bermuda Triangle space inside festivals, with entry only for people willing to have their phones locked away in Captain Morgan anti tamper cases
- Turned the bar into a no screens zone packed with eye catching performances, surprise rituals and pirate themed moments
- Let guests carry the story out in their own words with no photos or video to post, the experience spread through comments, group chats and conversations
Results
+Served as the social hub of the festival and achieved record Captain Morgan stock sales
+Helped shift Diageo Australia's focus towards large scale consumer experiences
+Showed that removing phones could increase buzz, as the bar spread through what people said rather than what they posted
+Won a Gold Award at the 2017 POPAI Awards