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  • The Background: Redefining the Cruise Experience

    For sun-worshiping wanderers and wide-eyed adventurers alike, there’s no better on-water experience than that offered by Royal Caribbean cruises. With ships that are nothing short of architectural marvels and an unwavering commitment to entertainment excellence, Royal Carribean continually raises the cruise ship bar. Onboard, the global cruise line has debuted countless industry “firsts”—including rock climbing, ice skating,and surfing at sea—to capture the imagination of fun-loving families and adventurous vacationers alike.

    The Goal: Navigating the Competition

    Within an increasingly crowded entertainment and hospitality space, Royal Caribbean knew it wanted to set itself far above the competition with new, fresh, and exciting content marketing efforts. Its team understood that adventure and entertainment were at the core of their brand promise—and they knew playAWARDS offered a unique way to tap into an audience who shared those same passions and core values.

    The Result: Making Marketing Waves

    Royal Caribbean worked directly with the playAWARDS crew to reach a new audience, taking advantage of a number of branding opportunities available through the playAWARDS platform. Ultimately, we landed on the idea of a new take on a promotional sweepstakes. The playAWARDS marketing team worked closely with PLAYSTUDIOS app developers to run an intuitive, seamlessly integrated promotional sweepstakes that was promoted within the myVEGAS and POP! Slots apps.

    The contest put some serious wind in Royal Caribbean’s sails. The social content from the event—including both player content and myVEGAS content—generated millions of player impressions during the active promotion window. But, as is always the goal with playAWARDS, we drove traffic from the digital world to the real one by capping off the promotion with an incredible on-ship group activation called myVEGAS at Sea, where 200 of the game’s most engaged players shared a week-long hosted cruise experience unlike anything they’d ever before been a part of.