Wildlife/Carnival Cruise Lines: Bill the Mystical Sloth

GOAL:

Carnival Cruise Line is on a mission to make sure that Summer Solstice, the longest day of the year, is a day associated with their brand. The official start of Summer is a great time to get folks thinking about taking a much-needed vacation, and Carnival wanted to make sure that people consider a cruise when they think about planning their next summer trip.

Tapping into the Internet’s love of all things sloth-related and the magnetic allure of an improvisational, musical Q&A running without a safety net, Wildlife worked with Telescope to create a live-stream unlike anything seen before. Together, we wanted to create interactive content that would engage new audiences, enhance the brand’s fun-quotient and change perceptions and consideration among prospective vacationers.

 

SOLUTION:

On June 21, 2017, Bill the Mystical Sloth was introduced to millions of viewers live from picturesque Islamorada in the Florida Keys. Like Punxsutawney Phil and his winter predictions, Bill was brought on location to predict the length of summer during the course of a 4-hour live broadcast, powered by Telescope.

The campaign also utilized Telescope’s real-time engagement applications and custom live graphics including; comments-to-air, real-time engagement polling, lower thirds, a scrolling ticker and mortis elements to introduce each segment.

RESULTS:

Engagement reached an all-time high and positive reactions were at 99.8% resulting in our Facebook Live event becoming Carnival’s best performing stream to date.

Almost 1.5 million viewers joined the stream during the 4 hour event, earning a reach of 7 million overall users. 860k of those were reached organically thanks to the engagement of almost 70k people as 25,000 users shared the video on social media.

 

AWARDS:

2017 Shorty Awards Winner, Best Use of Live Streaming Video: Bill the Mystical Sloth