The cruise line received this highly coveted award in the Media Innovation – Existing Channel category for the #ComeSeekLive program, a first-of-its-kind live, interactive experience that was showcased on billboards on the streets of New York City, thanks to the livestreaming capabilities of the social media app Periscope.
Designed and executed by Royal Caribbean’s creative agency, Mullen Lowe, and media buying agency, Mediahub, #ComeSeekLive combined traditional outdoor advertising with one of the newest social platforms, Periscope. The innovative program enabled consumers to interact in real-time with influencers on board the cruise line’s high-tech ship, Anthem of the Seas, sailing to five idyllic Caribbean destinations. Through the #ComeSeekLive experience, audiences were given the ability to discover and participate in adventures they never expected from the brand.
The North American Effie Awards honor the most effective marketing efforts of the year in the United States and Canada. Winners represent creative programs and campaigns that solved a marketing challenge, connected brands with their target audience and made a measured positive impact on a brand’s business.
#ComeSeekLive was the first interactive component of Royal Caribbean’s new “Come Seek” brand campaign. Come Seek is an invitation to discover and explore the adventures Royal Caribbean has to offer both on board and at exciting destinations around the world.
Royal Caribbean currently has 24 cruise ships in their fleet with an additional six ships either under construction or on order.