Carnival Cruise Lines continues to creatively utilize the social web to market their FUN on board product. A week ago they released this humorous video revealing the brand new Carnival Magic in its own movie trailer. The back story on the video is that it was created by a Carnival employee for fun and was not meant to make it to the public. John Heald, the “sexy cruise director”, got a hold of it and posted it on his blog which received so much positive response that they released it on YouTube. Being ALL for FUN – social media applications are an ideal platform for Carnival to continue to humanize their brand by displaying their fun personality.
Carnival’s ongoing Marketing Strategy
For 3+ years I’ve been proposing that the cruise industry has more to gain from social media than any other industry. Cruising is a great value compared to other forms of vacationing, but thanks to myths like only old people cruise 65% of the US has yet to go on one. Those who have not been on a cruise vacation will continue to see their friends cruise photos on Facebook, Twitter, Flickr, Youtube, etc dispelling many of the myths that have kept them from cruising… Social media will continue to convert many first-time cruisers this way and Carnival will be one of the major benefactors of this trend.
Carnival pays a one time production cost for these videos [and if it truly was made for fun by an employee then there was zero production cost]. They post it on YouTube for free and share it with 700,000+ Facebook Fans for free. The requisite for growing an audience is that, they will need to continue to feed this growing fan base content – but as the fanbase grows the more they will be willing to spend to produce more of this high-quality content. On top of their existing Fanbase, Youtube is the #2 used search engine on the web, so this video will reside there for years getting thousands of free views of people searching for the Carnival Magic. And as you can tell from the message at the end of the video, they are attempting to use it to continue to grow their fan base.
Major brands outside the cruise industry could learn from Carnival’s full integration of social media into their marketing strategy. Carnival’s New Year’s Eve and Didja Ever promotions are 2 other examples in 2011 where Carnival has cross-marketed on TV, Facebook, YouTube, and Twitter.
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