Home  › Social › Social Media
carnival

Carnival's Facebook Focus Helps Brand New Ship

  |  June 24, 2011   |  Comments

Cruise line runs interactive contest exclusively on the social site.

Facebook marketing execs Carolyn Everson and Sarah Personette have echoed each other in the past few weeks, saying their social platform can be the "underpinning of campaigns." It's a talking point that would likely strike a chord with Carnival Cruise Lines, which recently locked in on Facebook to brand its new ship called Carnival Magic.

carnivalWhile the Doral, FL-based company also budgeted Google ads into promoting the ship, Carnival saw Facebook as the campaign's hub. Early last month, it ran Facebook ads to drive support of a quiz-based sweepstakes initiative that involved 11 videos. The sweeps was only available on the social site; it didn't run on Carnival.com.

A video was unveiled every 30 minutes on May 1 from 9:00 a.m. to 2:00 p.m. ET via Facebook.com/Carnival. The pieces featured cruise director John Heald, who offered clues for the sweep's quiz.

In one example of the video content, he interviewed the Carnival Magic's captain, Giovanni Cutugno. In another, he answered three questions by Facebook "likers" about amenities on the ship. Viewers were then encouraged to answer a 10-question quiz about the videos. Those who scored 60 percent or higher were rewarded with a promotion code to enter into the sweep's giveaway opportunity, a seven-day cruise.

Carnival's marketing brass says they are happy with the level of brand engagement produced by the campaign, which was orchestrated by New York-based Facebook vendor Buddy Media. According to the companies, the effort saw 50,000 video views on Facebook in the first 24 hours. During the week of May 1, the initiative garnered 630 related comments, 5,000 quiz submissions, and 4,000 sweeps entries.

Stephanie Leavitt, Sr. manager of online engagement at Carnival, told ClickZ News that the "likers" mentioned in the aforementioned video posted fun comments below it. "We found the campaign to be a great way to reach out," she said. "With [cruise director Heald] actually calling out Facebook fans in the video, the viewers were one step closer, in our opinion, to getting on the boat themselves."

Eric Schechter, Carnival's social media manager, said his brand's team works on tying social and direct sales together, but sees Facebook engagement campaigns and e-commerce as having "different purposes."

For the May push, which had a "Big Reveal" theme, Schechter said, "We were interested in doing something unique. We thought it was really successful. People stuck around on the page."

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...