Captain Morgan sails onto Pirate Master

CTV's giving the rum brand virtual product placement in the reality series that rollicks on the high seas.

CTV is launching a virtual product placement campaign for Captain Morgan this week that aims to engage viewers during Pirate Master, which has been moved to the Tuesday 10 pm ET time slot.

The ‘Spot the Captain’ contest, arranged by Starcom and the rum brand, drives viewers to to enter. At the microsite, would-be winners are challenged to identify which of three logos appeared in the previous episode: a bottle of rum; the brand logo; or the Captain himself. The prize? A trip for four to the Treasure Island resort and spa in Las Vegas and $1,000 in spending money.

The campaign is rounded out with 10-second promo spots, produced in-house at CTV, which will air through the end of August. The spots feature the captain sailing on a pirate ship, spouting pirate-type lore, and the tagline: ‘Got what it takes to be a captain?’