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 boat.) 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 Anchor. Weekly giveaways gave fans not in contention for the top prizes a chance to win a piece of the Destiny, too, which in turn kept them engaged throughout the four weeks.