Carnival's 'bucket list' contest
The Data: Site visitors select their adventure goals from a list of 100 that Carnival provides on its Facebook page. They also have the option to enter basic demographic information to win prizes including any one of the 12 monthly cruises being offered in 2011.
The Channel: Developed by Arnold Worldwide, the campaign is primarily a social media effort, but print and TV ads complement it. Follow-up promotional e-mail and direct mail extend the program.
The Creative: Images beside each list item show people engaging in various activities, while short videos highlight Carnival cruisers enjoying some of the adventures listed. Users are encouraged to return to the page to check off items as they complete them.
Ken Fitzgerald is executive creative director at independent integrated agency Catalyst. He has worked in both traditional and digital marketing, rising to SVP and executive creative director at Digitas. Learn more about him in a Q&A
This is a wonderful twist on the “bucket list.” The genius of this idea is that it taps into the fun spirit of Carnival Cruise Lines. This execution is also all about listening to the customer.