•Twivia Objective: Drive awareness of the new Carnival LIVE Concert series, with a secondary goal of increasing engagement with the Brand and Musical artist.
•Twivia is an interactive online game composed of 5 to 10 trivia questions on a specific artist, within a half hour time period, held on Twitter, where the winner can win a $25 Carnival Cruise gift card.
•The hashtag #CarnivalLive & #TwiviaEntry were used to keep track of the conversation
•It was hosted 4 times between April '14 and June '14, based around the dates of each artist's performance on Carnival Cruises
–STYX, Martina McBride and Jennifer Hudson's Twivias were hosted on Carnival's own channel (@CarnivalCruise)
–Foreigner's Twivia was hosted on their own channel (@ForeignerMusic) and the content was retweeted by Carnival
•Twivia contributed to a 65% increase in the number of engagements per day, and a 3% increase in the number of followers gained per day, compared to the average of that April and May.
The Twivia hosted on Foreigner's channel contributed to a 50% increase in the number of followers gained, as well as a 240% increase in the number of participants, compared to that of the average non-artist-hosted-Twivia.
The Carnival Live Twivia series was an innovative way to promote a new experience on board Carnival ships. It not only increased engagement with the Carnival Brand and the musical artist.
Carnival Live Twivia allowed the brand to reach more than just Carnival's followers but the followers of the various artists, exposing the brand to a new audience.
