Campaign details

Brand: Royal Caribbean International
Brand owner: Royal Caribbean International
Lead agency: MullenLowe US
Contributing agencies: MullenLowe Group
Country: United States
Industries: Rail, coach, boat & car rental
Media channels: Livestreaming, Online video, Packaging & design, Public relations, Social media, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

This case study shows how travel brand Royal Caribbean collaborated with tech company Snap to create first-of-its-kind underwater Snapchat technology to stream in real time one of most unknown places in the world: the ocean.

With social media drastically changing the purchase funnel, putting people in constant travel planning mode, crashing the social feed is imperative as 74% turn to it when making buying decisions. However, to truly gain traction, Royal Caribbean couldn't just buy its way into the feed, it would need to earn its place with authentic content to inspire others to spread the message.