To drive buzz and momentum for the arrival of Carnival’s newest ship, Carnival Horizon, the brand needed a big, bold initiative to generate mass awareness while positioning Carnival in a fresh way. Carnival discovered that its SnapChat handle @CarnivalCruise was actually owned by a 16-year Carnival “super fan” named Darian. We turned this impediment into a fun opportunity to make some noise for the brand.
The agency teams headed to Darian’s hometown of Prospect, VA, and for two days engaged the town to help us find him. Our integrated agency team drove “Hey, Prospect: Do You Know Darian?” mobile billboards up and down streets, plastered every storefront window with posters and filled all the open green spaces with outdoor lawn signs featuring Carnival’s Chief Fun Officer Shaquille O’Neal. Our communiques included “@CarnivalCruise…Really wish we took that one, Darian,” and “Darian, you’ve got our name on SnapChat. Let’s Talk.”
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