Throughl New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.
At #5 in Print/OOH/Design, we don't typically expect this much creativity to come from a cruise line, so Royal Caribbean and Mullen delighted us when they came up with this super-smart idea that leveraged hot tech of the moment Periscope to infect busy pedestrians with a bit of wanderlust. Live footage on the digital billboard showed them the fun that was to be had right now on the brand's Anthem of the Seas ship.
Royal Caribbean and MullenLowe will likely give city-dwellers serious wanderlust with a series of digital billboards projecting live footage from one of its ships via Periscope.
For the "Come Seek Live" campaign, 76 digital displays across New York City will feed passersby action happening on and nearby the Royal Caribbean's Anthem of the Seas ship. The trips projected will include natural watersliding in Puerto Rico, skydiving on board the ship, cliff diving in Barbados, Bele dancing and more.
To produce the campaign, MullenLowe tapped production company Tool and Director Ben Tricklebank and teamed with the adventuresome YouTube stars High on Life and Persiscope pro Dan Moore. Among the biggest challenges included having to "re-shape" Periscope to fit three different media units. The agency and its team also had to coordinate billboard projection times with the moving ship in the Caribbean and factor in any Wifi hiccups while on the seas.
Adding to the sense of "adventure," the campaign is running unmonitored viewer comments on the billboards. MullenLowe had to secure MTA approval and agree to live monitor that content on Periscope twice a day over the course of the campaign's seven-day run.
Those not in NYC can follow the campaign on Periscope or through #comeseeklive.
"'Come Seek Live' is an exciting way for Royal Caribbean to challenge the misperceptions travelers have about the cruise industry," said Royal Caribbean President & CEO Michael Bayley in a statement. "We are continually evolving the experience across our fleet, designing adventures that inspire and excite our travelers. It is natural that we would bring this innovation to the transformation of our marketing as well, especially as we recognize that millennials require us to communicate with them using new channels."