Cannes Lions

ROYAL CRUSH

AWESOMENESSTV, Los Angeles / ROYAL CARIBBEAN / 2015

Case Film

Overview

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Credits

Overview

Description

Marketers across the U.S. are increasingly turning to content marketing and branded entertainment as a means to cut through the clutter and ensure the message they want to broadcast is reaching the right audience. A recent survey by B2B Content Marketing Report found that 77% of marketers plan to increase content production, including branded entertainment, through 2015. “Royal Crush” is a prime example of how a brand can uniquely reach the teens and tweens of Generation Z, who command over $44 billion in spending power.

Execution

Since launch, the “Royal Crush” series has garnered over 8.7 million cumulative views with thousands of positive comments from fans, further driving the campaign’s goals of aligning great content with brand message. A sample of comments includes YouTuber Aspyn Ovard, who said “I LIVE for this show!” Hayley Williams, who said “I’ve never been so addicted to a show!” and Kelly Jane Mercado, who asked for “MORE!!!! PLEASE MORE!!!” following the debut of the first episode. Fans also commented on their positive cruise vacation experiences, including Mahi Patel, who said “I went on a Royal Caribbean cruise in 2k13 and it was the best week of my life!”

Outcome

In addition to an extensive social media campaign (#RoyalCrush), sweepstakes, and coordinated media plan, collectively “Royal Crush” has garnered over 8.7 million views and 65 million social impressions for the Royal Caribbean brand. It continues to generate over 150,000 views a week even four months after its release and the show’s popularity among teens has led to a second season, which is currently in production and set for May 2015 release. The program demonstrates how top brands are turning to digital storytelling to engage teens, breaking the linear mold and thinking far beyond the television screen.

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