“Royal Caribbean’s livestreamed adventure campaign [Come Seek] explains why Periscope can offer a more authentic experience than any other social media platform” – Contagious
Royal Caribbean Cruises had to combat their perception as a cruise for the older, more low-key travel target. They used Periscope to start focusing on a younger generation of adventurous seekers, to show them the true adventure available on cruises. They focused on people who have never been on a cruise before, skewing younger.
By interjecting an influencer strategy, the brand filmed young adventurers doing everything from zip lining to playing with monkeys to swimming in coral reefs. All of which are more adventurous activities than the slower, older ‘cruise’ demographic.
For brands who insist on a TV spot to complete the integrated campaign, have no fear. Find the broadcast spot below:
Why it’s hot: Periscope has been dubbed the next ‘it’ social channel and very few brands have a valued presence on it yet. It gives brands the chance to tap into the authenticity younger demographics seek, and has a ‘behind-the-scenes’ feel to branded content that can dispel negative perceptions (i.e. Royal Caribbean is for old people!).
