Curalate's 'Promote' Solves the Pinterest Contest Problem, Helps Carnival Cruise Lines Quadruple Followers

Share Article

With over 18,000 opt-in email addresses, 'Promote' powers one of the most successful promotions run to date on Pinterest

Pinterest contests are broken. Curalate fixes them.

Curalate, the marketing platform for the visual web, announced the public availability of its Promote module, which eliminates the typical challenges of sweepstakes run on Pinterest. Promote offers the industry’s easiest entry, tracking, and analytics process removing the friction created by the lengthy entry processes typical of traditional Pinterest contests.

Curalate demonstrated that by making contests easier for consumers and brands, participation increases substantially. In a recent Pinterest promotion, Carnival Cruise Lines leveraged Promote to quadruple their number of followers during an 11-day promotion. The largest cruise line in the world invited participants to tell a visual story using Pinterest boards about one of four dream destinations: the Caribbean, Europe, Alaska, or Hawaii.

Curalate CEO Apu Gupta revealed the promotion’s results in a case study published on the company’s website today. “Pinterest contests are broken. Curalate fixes them.” Gupta said. “Our Promote module makes running a promotion on Pinterest frictionless.” Carnival’s VP Digital, Jordan Corredera agrees, stating, “Curalate enabled us to develop a promotion that was on brand, while making it easy for consumers to participate. We were impressed with the sheer number of consumer stories shared, not to mention the creativity of the entrants.”

Several major brands, including Carnival, tested Curalate’s promotions capabilities during private trials in 2012. “Over 250,000 people have entered contests that Curalate powered on behalf of our clients,” said Gupta. Instead of requiring participants to complete complex entry forms, Curalate used its advanced visual analytics capabilities to track contest results without requiring the intervention of the brand or consumer. Curalate also provides capabilities to integrate with third party fulfillment houses.

Curalate’s visual measurement tools automated contest entry management, enabling Carnival to engage participants with follow-up email. More than 18,000 consumers who entered the contest opted-in to receive Carnival’s future promotional messages. During the 11-day entry period, Curalate tracked more than three million unique impressions for Carnival’s promotional images. Additional results can be found on Curalate's blog, Associated with this promotion, Curalate is also releasing the industry's first case study on Pinterest promotions which is available by request upon visiting the blog.

Carnival’s panel of judges, including “pinning rock star” Mike Dew, will award a seven-day Caribbean cruise for two to the entrant with the best dream destination board on October 29. Curalate’s promotions capabilities will allow the judges to quickly identify finalists, a process that would otherwise have required consumers to email the brand directly.

About Curalate
Headquartered in Philadelphia, Curalate is the leading marketing platform for the visual web, starting with Pinterest. Curalate offers the most comprehensive solution available for brands and agencies looking to measure, monitor, and grow brand engagement on today's socially curated sites. Curalate is backed by top-tier venture capitalists including NEA and First Round Capital, and is in use by hundreds of brands and agencies including Urban Outfitters, Michael Kors, Kraft Foods, Real Simple, Better Homes and Gardens, Edelman Digital, and GroupM Next. For more information please visit

About Carnival Cruise Lines
Carnival is "The World's Most Popular Cruise Line®" with 24 ships operating three- to 18- day voyages to The Bahamas, Caribbean, Mexican Riviera, Alaska, Hawaii, Canada, New England, Europe, Bermuda, South America, Panama Canal, Tahiti, the Fiji Islands, New Zealand, Norway, the Baltic and the British Isles. The company recently expanded its fleet with the launch of the 130,000-ton Carnival Breeze, which entered service June 3, 2012. For more information please visit

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Brendan Lowry

Email >
Visit website