social contest for carnival cruise

When Carnival Cruise lines spent $155 million to makeover their “Carnival Destiny” ship to create their new ship, “Carnival Sunshine,” we created a social contest that allowed users to take a piece of the ship – literally.

FIRST, WE HAD TO FIND OUT WHY CRUISERS LIKED THIS BOAT SO MUCH.

Carnival Destiny has a steep history as the largest ship when she set sail in 1996. And since that day, the crowds on this boat grew to match its size.

We had to figure out what motivated these cruise-goers through a complete consumer research analysis, which showed us:

Carnival has social capital
The cruise line’s fan base is extremely engaging on their social media channels.

Passengers often fall in love (with the boat.)
Cruisers become loyal to a specific ship. They repeatedly book the same ship for different adventures.

The ship transformation would be bittersweet.
Because travelers were so loyal to their ship, it was like a second home to some. Saying goodbye to some of the ship’s memorable pieces wouldn’t be easy.

The ship transformation would be bittersweet.
Because travelers were so loyal to their ship, it was like a second home to some. Saying goodbye to some of the ship’s memorable pieces wouldn’t be easy.

GAMIFICATION ON SOCIAL

Carnival Cruise Line’s fan base was already active on social media, loved their ship and loved tchotchkes.

We worked with our LEAP Amp team, the experts in social media and media amplification, to come up with the Grab Your Destiny Contest.

Through the contest, fans had four weeks to earn parts of the Carnival Destiny cruise ship through social media engagement. Players earned points for 100+ actions on Facebook, Twitter or Pinterest, the fan who earned the most points would win a trip abroad the new Carnival Sunshine’s inaugural European Tour.

And players within 10 points won pieces of the Carnival Destiny, taken right off the ship. Items ranged from autographed sports memorabilia to the actual anchor of the ship.

PLAYERS EARNED POINTS FOR EACH SOCIAL ACTION.


Liking a Carnival Cruise Line post = 10 pts
Commenting on a Carnival Cruise Line post = 10 pts
Sharing/Retweeting a Carnival Cruise Line post = 10pts

There were a lot of rules to follow, so we then called upon our content production agency, LEAP Spark to have the Carnival Cruise Ship captain himself explain everything.

GRAB YOUR DESTINY MICROSITE

Players could keep track of their points, through a landing page set up for the game.

It also served as a hub for Carnival Destiny fans to watch videos of the ship, look up the rules and prizes and sea how they were faring in the competition.

MATTER MORE

OVER 4 WEEKS:

All network pages saw an increase in followers.

179%

INCREASE OF “GRAB YOUR DESTINY” PLAYERS THROUGHOUT THE ENTIRE CAMPAIGN

193%

INCREASE IN ACTIVE USERS

400+

TOTAL INTERACTIONS WITH CARNIVAL