“Grab Your Destiny Contest” Launches For Carnival Cruise Lines Comprehensive Social Gaming Campaign and Illustrates How Strategy Can Frame Conversation With Consumers

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LeapFrog Interactive launched a social program called "Grab Your Destiny" to help announce the renovation of the Carnival Destiny for client Carnival Cruise Lines.

On behalf of client Carnival Cruise Lines, LeapFrog Interactive launched a social program to help announce the renovation of the Carnival Destiny. The Louisville-Based digital agency was awarded the business in December, and charged with developing a social game strategy, and associated creative, video, and consumer messaging.

The four-week “Grab Your Destiny Contest” kicked-off with the release of a web video exclusively on YouTube, and a social game where participants earn points for Carnival Destiny collectibles. The Carnival “Grab Your Destiny Contest” awards participants points for taking social actions that relate to the Carnival Destiny or Carnival Sunshine. There is fresh content that rotates daily, encouraging regular interactions on Instagram, Pinterest, Twitter, and at Carnival.com.

Since the contests launch on January 29, the video has been viewed nearly 25,000 times, and its 14,000 participants are pursuing the grand prize with an average of 8 social actions. The contest is accessible at http://www.carnival.com/grabyourdestiny.

The Carnival “Grab Your Destiny Contest” is all about creating a little (healthy) social media competition, and in the process, bringing awareness to the ship transformation. The creative concept was to highlight all that made the Carnival Destiny great, and feature the new ports of call, exciting features, and accommodations of the Carnival Sunshine.

Carnival wanted to support the transformation of the Carnival Destiny to the Carnival Sunshine with an engaging and visually compelling social campaign. Their objective was to build meaningful interaction with their amazing fan base across multiple social properties.

The video announces the contest, and provides viewers a glimpse of the new ship features. The video also introduces Finnegan Blankenship, “Ambassador of Fun” from the Carnival Destiny who takes viewers through the journey of how this contest came about.

About LeapFrog Interactive
Founded in 1999, LeapFrog Interactive Agency is a full-service digital agency offering a range of guidance to identify client needs and broaden strategic capabilities. With offices in Cincinnati and Louisville, LFI serves world-renowned brands in the Consumer Retail, Fashion + Entertainment, Financial Services, Healthcare, B2B, Food + Beverage, and Education industries. For more information, please visit http://www.leapfroginteractive.com.

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