Carnival's 'bucket list' contest

Share this content:
The Offer: The Carnival Cruise Lines' “Hey America, Didja Ever” Facebook campaign provides adventure seekers the chance to win a free cruise and other prizes by documenting activities they'd like to accomplish.

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.

The Verdict

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.

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here