9th Annual Shorty Awards Categories

All finalists have been announced, stay tuned for more updates about the 9th Annual Shorty Awards on April 23, 2017

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Carnival Horizon - Ship Name reveal

Entered in Contest or Promotion, Multi-Platform Campaign, Call to Action, Facebook Live

Objective

A creative way to announce our newest ship name and Generate Buzz! Ship name: Carnival Horizon

Strategy

We held a trivia based sweepstakes via FB live on our FB page, where we have our largest fan base (4.2 million fans). The idea was to use this platform to drive traffic to our IG page where the announcement was going to be made. By answering the trivia questions in the comments below the post, you were entered for a chance to win one of three cruise.

The sweepstakes video looked into a "Horizon" (teasing our ship name). the last card of the sweepstakes said to head over to our IG account for a special announcement . The hook was that our IG page was set to private as we were making the announcement the following day. The following morning we announced the name of the ship via six posts to create the grid announcing our shipname to our fans. We then accepted all friend requests/went public and revealed the name to followers who requested us the night before.

Results

Facebook Live, #HelloHorizonSweepstakes post reached over 1.2M fans and generated 234.6K video views

  • The sweepstakes post earned a higher volume of likes (+251% vs Avg.), comments (+39x vs Avg.) and shares (+215% vs Avg.) than the average per post on Carnival's Facebook page.
  • Post likes: 9.3k vs average of 2.6k
  • Post comments: 15.7k vs average of 407
  • Post shares: 928 vs average of 295
  • Media

    Produced by

    Carnival Cruise Line

    Link

    About the Shorty Awards

    The Shorty Awards honor the best of social media.

    Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Vine and the rest of the social web.

    The 9th Annual Shorty Awards will be held April 23, 2017 in NYC and streamed to the public.