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From the 9th Annual Shorty Awards

Carnival Horizon - Ship Name reveal

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

About this entry

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

Why does this entry deserve to win?

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