Louisville, Ky. (2/4/2013) – On behalf of client Carnival Cruise Lines, LEAP launched a social program to help announce the renovation of the Carnival Destiny. The Louisville-Based digital agency was awarded the business in December, and charged with developing a social game strategy, and associated creative, video, and consumer messaging.
The four-week “Grab Your Destiny Contest” kicked-off with the release of a web video exclusively on YouTube, and a social game where participants earn points for Carnival Destiny collectibles.
The Carnival “Grab Your Destiny Contest” awards participants points for taking social actions that relate to the Carnival Destiny or Carnival Sunshine. There is fresh content that rotates daily, encouraging regular interactions on Instagram, Pinterest, Twitter and at Carnival.com.
Since the contests launch on January 29, the video has been viewed nearly 25,000 times, and its 14,000 participants are pursuing the grand prize with an average of eight social actions. The contest is accessible at www.carnival.com/grabyourdestiny.
The Carnival “Grab Your Destiny Contest” is all about creating a little (healthy) social media competition and, in the process, bring awareness to the ship's transformation. The creative concept was to highlight all that made the Carnival Destiny great, and feature the new ports of call, exciting features and accommodations of the Carnival Sunshine.
Carnival wanted to support the transformation of the Carnival Destiny to the Carnival Sunshine with an engaging and visually compelling social campaign. Their objective was to build meaningful interaction with their amazing fan base across multiple social properties.
The video announces the contest, and provides viewers a glimpse of the new ship features. The video also introduces Finnegan Blankenship, “Ambassador of Fun” from the Carnival Destiny who takes viewers through the journey of how this contest came about.
Founded in 1999, LEAP Agency is a full-service digital agency offering a range of guidance to identify client needs and broaden strategic capabilities. With offices in Cincinnati and Louisville, LEAP serves world-renowned brands in the consumer retail, fashion + entertainment, financial services, healthcare, B2B, food + beverage, and education industries. For more information, please visit www.leapagency.com.
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