LEAP makes the most of a cruise ship makeover.
The Carnival Destiny was to undergo a complete transformation. She was the largest passenger ship in the world when she set sail in 1996, but after more than a decade at sea the ship had been scheduled to undergo a record-setting 49-day, $155 million restoration. And with a new face came a new name — the Carnival Sunshine.
We knew Carnival had an opportunity to harness the passion of Destiny's fans to build excitement around the new cruise ship. And if we did right, we could make those fans feel part of the transformation, and transfer their oh-so-important loyalty to the Sunshine. That's exactly what we did.
- Social Gamification
- Campaign Strategy + Management
- Creative + UX
- Digitial Film Production
- Copywriting & Social Posting
To get Carnival fans onboard, we had to figure out what floats their boat. We had to know what gets them excited.What motivates them. So we performed a complete consumer research analysis.
This is what we learned:
Carnival has social capital. The cruise line's fan base is extremely active in social media. And Carnival is a passion worth sharing.
Passengers often fall in love. (With the ship.) People often become loyal to a specific cruise ship. They repeatedly book the same ship for different adventures, and in the process create an emotional bond with the vessel.
The cruise ship transformation would be bittersweet. To many Destiny fans, the ship was a like a second home, the backdrop to old photos and happy memories. Saying goodbye wouldn't be easy.
Cruise ship fans really, really like souvenirs. This is no secret. But it held the secret to engaging Destiny fans — let them have a piece of the ship.
All Fun and Gamification
Fans wanted a piece of the ship. We gave it to them. We created the Grab Your Destiny Contest, a four-week contest built on a social gamification platform. Fans earned points for each of more than 100 actions performed through Facebook, Twitter or Pinterest. The Fan who earned the most points would win a trip for two aboard Carnival Sunshine's inaugural European Tour.
The next 10 point earners won cool stuff taken straight from the decks of the Carnival Destiny, ranging from autographed sports memorabilia to the actual Putt-putt course. Fans not in contention for the top prizes still had a chance to win a piece of the Destiny through Weekly Prize Giveaways, which in turn kept them engaged throughout the four weeks.
Carnival Destiny included More than 100 ways
to earn points thru Facebook and Twitter.
The Grab Your Destiny microsite served as a hub
for the contest.Users could go there to watch the video, look up rules, prizes, discover ways to get points and keep up with how many they had earned already. The microsite also worked seamlessly with the Grab Your Destiny Facebook tab to give users a consistent, unified experience.
Check out this outtake montage of Finn breakin' it down on set..
Despite being completely unaided by other media, the campaign was a big success. Social
Network Pages Saw an increase in followers.
Grab Your Destiny Users Increased 179% throughout the campaign
Active Users Increased 193% over four weeks.
400,000+ Interactions with Carnival