Business Challenge:
Carnival launched the newest and largest addition to its fleet, the Carnival Magic, in Galveston, Texas. The challenge was to create a consumer-facing celebration that generated both local and national awareness and interest for the new ship, setting the brand apart from the competition.
Concept:
•To welcome Carnival Magic to its year-round homeport of Galveston, Carnival teamed up with three-time GRAMMY Award-winning band Maroon 5 to perform an exclusive concert set to the backdrop of the spectacular new ship. Thousands of Carnival guests, Maroon 5 fans, Travel Partners and Media outlets were treated to a free, ticketed concert the day before the ship sailed on it’s U.S. inaugural voyage.
•Prior to the concert, select media were invited onboard the Carnival Magic for an interview/photo session with the band.
•Through a partnership with VEVO, Carnival produced exclusive music videos from the event and posted to the video and entertainment website.
•Additionally, Carnival took to Twitter and Facebook with live concert updates and posted a highlight reel following the event.
Results:
•6,000+ guests in attendance
•Over 100 million media impressions
•Over 4.8 million VEVO video views (as of 12/2012)
•168% lift in traffic to Carnival Magic page on carnival.com
•Over 2 million Facebook impressions
•Twitter hashtag #CarnivalMagicTX used more than 800 times on event day
Originated by Arnold Worldwide, The TRUTH Tour traveled across the country educating and exposing teens to Big Tobacco's lies and manipulation. Our goal: arm youth, smokers and non-smokers, with the tools to make change.
We started a movement by:
Staging large demonstrations outside tobacco companies and filming them for TV spots and social content
Bringing the orange Truth Trucks across the country, with over 50 stops a year, to places where teens hang out – Vans Warped Tour, concerts, ComicCon, skateboard events and schools
Distributing Truth gear and tools to give kids the tools to wage a war on Big Tobacco
Educating schools and youth brand ambassadors to spread the word on the evils of smoking and the tobacco industry
Creating compelling content for TV and social to spread our message even further
Results:
700,000 fewer teen smokers each year as a direct result of truth
Grand EFFIE for most effective campaign in the U.S.
To launch Panasonic’s suite of new products we leveraged a sponsorship with the U.S. Open before taking the 3D show on the road with a 15-city mall activation.
The sponsorship of the US Open drove awareness of Panasonic's 3D leadership, engaged with over 500,000 consumers, and created press opportunities for the new suite of 3D products.
Our 15-city tour targeted consumers at malls where they experienced 3D gaming, cameras and camcorders, premiere home entertainment systems and exclusive content from the movie, Avatar.
• Through both events over 2 million consumers were exposed to the Panasonic brand
• 1.3 billion total media impressions for Panasonic’s involvement in the US Open and 3D Initiatives
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