• by Erik Oster , September 14, 2023

For its third season in the highly specific sponsorship role of official spiced rum of the NFL, Captain Morgan is inviting football fans to “Follow The Captain” and keep their eyes peeled for chances to score hidden treasures. In a statement, Captain Morgan Vice President Anne Nosko characterized the approach as leaning into a brand strength for “spicing up fan experiences.”

“Follow The Captain” will run across channels, including a new broadcast campaign featuring pop star Bebe Rexha, rapper/singer Aminé and former New York Giants wide receiver Victor Cruz, who was part of the team that won Super Bowl XLVI. The stars share a series of clues with fans about where to find QR codes that could unlock a series of prizes, including  a chance to attend performances by Aminé and Rexha; a watch party in Arlington, Texas;  a game day party hosted by Victor Cruz; and the crown jewel: a trip to  Las Vegas for Super Bowl LVIII.

QR codes are hidden everywhere, from social media to coasters at bars, posters at NFL stadiums or  liquor stores, and within the ads themselves. Fans can also visit a campaign landing site keep track of the promotion and check for clues and chances to win.

"Clues will start dropping soon so be on the lookout, you never know where they might lead you!" Rexha said in a statement.

The first gameday experience prize will be given away soon, providing fans a chance to enjoy the “Ultimate Away Game” in Arlington, Texas on October 8.

This not the only big promotional giveaway from the brand. Captain Morgan is also bringing back its “NFL Fan of the Year” contest, which similarly includes a big Super Bowl grand prize.