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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 9th Annual Shorty Awards

Carnival Vista Effect - 360 Video with Zach King

Entered in Travel & Tourism, Facebook Presence, 360 Video, Video, Creative use of Technology

About this entry

Give consumers a one-of-a-kind tour of the all-new Carnival Vista by developing and designing a truly dynamic and innovative 360 degree ship tour highlighting all of the new and differentiated features that Carnival Vista has to offer. By teaming up with internet legend and visual effect guru, Zach King, we were able to pair innovative technology with an equally innovative personality.

Why does this entry deserve to win?

The power of virtual reality is its ability to deliver the experience of presence. It allows users to be fully immersed in an alternate, lifelike experience without any effort or risk. Never has there been a better tool to help consumers see products in a brand-new light.

So we wanted to change up the consumer view. Carnival Vista was designed to bring people closer to the open sea. It's in our architecture, our open spaces and it's in our personality. We utilized virtual reality to show people the joy and excitement that comes when you simply change your vantage point.

Carnival Vista is full of visually stunning moments. So Carnival invited Zach King, someone who creates visually stunning videos for a living, to use the amazing views of Vista as his canvas. Zach takes us through the ship and shows us all the amazing visual trickery he's come up with, inspired by the amazing views of Carnival Vista.

Not only did teaming up with Zach King provide creative innovation but also distribution to his 20+ million followers.

Final video deliverables consisted of, (1) Long form with all spaces, (1) Narrative versions with 5 spaces that feature Zach on Camera, (7) individual videos of each space.

Distribution: Posted organically to Carnival Facebook page and Zach King's Facebook page. Zach posted a teaser video on his Instagram page. Paid consisted of Facebook, High Impact display units (Google Lightbox, AOL Road Devil). Video was included in (2) emails sen t to Carnival's database.

The video also had a hidden URL in the last scene. If a viewer saw it and went to the site, they had the chance to win a cruise for two on Carnival Vista. There was a total of 60+ entries. This hidden URL was never teased or mentioned in any promotion of the video.

Results

To date, organic Facebook on Carnival's page videos have generated over 280K video views, in addition to nearly 14M paid video views; Instagram video drew an additional 32.6K views

  • Zach's cache as a social influencer provided the 360 videos with greater reach in getting close to double the organic Facebook views as the Carnival Breeze 360 videos
  • Paid videos saw an interaction rate of 29% and watch time of 25%, driven by top performers"Bookville" and "Havana Pool"
  • When compared to past perfromance of the Carnival Breeze 360 video, the Carnival VIsta Effect's interaction rate outperformed by 27%.
  • On Instagram, with over 6.7M views Zach King
  • Video posted on Zach King's Facebook page has driven a total 652.1K video views to date.
  • Media

    Video for Carnival Vista Effect - 360 Video with Zach King

    Produced by

    Carnival Cruise Line, Arnold Worldwide, Bipolar

    Links