Royal Caribbean, Weybridge
Social Media Community Executive
To celebrate Valentine's Day, Royal Caribbean UK wanted to offer someone the chance to win a romantic one-week break for two around the Caribbean onboard Oasis of the Seas.
It was my challenge to come up with a competition mechanic that would encourage entries, as well as positively promote the brand on social media.
To blast the message that there are so many activities onboard for all ages on a Royal Caribbean cruise and to beat those common misconceptions, I came up with the idea to feature three Royal Caribbean activities in a short video, asking participants to tag their partner and state which activity they think there partner would enjoy most.
COMPETITION MECHANIC
WHY IT WORKED
This idea worked tremendously well for the brand allowing people to view cruising in a new light; beating those common misconceptions that "there's nothing to do on a cruise ship, it's just for old people". Challenging common beliefs and reinforcing the idea that there is an activity onboard to suit everyone; whether you're an Adrenaline Junkie, Sight Seeker or Aquatic Adventurer. The tagging mechanic also worked perfectly as it allowed Royal Caribbean's playful tone of voice to shine through in some of the funny responses, as well as giving the competition a bigger reach on social media.
Watch the video below...
Part of my duty as Community Executive was to write and review blog posts; ensuring that each post matched Royal Caribbean's playful tone of voice!
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Liaising with Royal Caribbean's creative agency (OMD) in monthly meetings, we would brainstorm relevant upcoming topics and discuss how we could creatively write the post with a Royal Caribbean twist! We would also have monthly status updates to monitor and review the performance of the blogs.
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Check out my official profile on the Royal Caribbean UK blog here.