Direct Line Blog

Electing a captain

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'Tis the season to leverage the amped up presidential election coverage. We are seeing increased examples of companies using the hype to spotlight their products.

One of the latest to join this trend is my favorite Coke companion, Capitan Morgan. The rum brand has launched a Facebook page and event series around the Captain's faux bid for a seat in the White House.

Using voting season to theme a campaign is nothing new, but due to the extended length of the primary season as well as the historical relevance of Obama's candidacy, this year's marketing hopefuls seem to be getting more mileage out of the ploy. I'll be interested to see if there's a tipping point in how much news and marketing the American consumer can handle. Check out our coverage next week for more on this trend.
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