Captain Morgan poses for the first mate

Social media, responsible drinking and pretending to be a pirate all come together in a new campaign launched by Diageo-owned rum brand Captain Morgan. The “One Million Poses” promotion encourages consumers to visit the brand’s US Facebook page and to upload photos or videos of themselves doing their own version of the Captain Morgan pose, and to tell the story behind it.

For each uploaded pose, Captain Morgan will donate $1 to the First Mate fund, which aims to support responsible drinking initiatives and other community programmes in the US. The ultimate aim for the year-long campaign is to raise $1million for the fund.

“We developed the First Mate Fund to underscore our continued commitment to promote social responsibility and positively impact the communities where our consumers work and live,” said Tom Herbst, director of marketing, rums, for Diageo.

The campaign was launched with the creation of “The World’s Largest Pose” at New Meadowlands Stadium in New York – a 180ft human mosaic designed by aerial artist Daniel Dancer, and constructed from fabric, recycled tyre mulch and more than 500 people.