MULLENLOWE, Boston / ROYAL CARIBBEAN / 2018
For our audience, the best part of a Caribbean trip is beneath the waves—the reefs, wildlife, and underwater caves. It’s magical and transformatively beautiful, but generally unshared in social media. (Smartphones don’t pair with saltwater.)
But how do you help people see this underwater world through their own eyes? How do they share it?
You invent a way to take Snapchat below the sea. Then you use that technology to tell a multichannel story.
The SeaSeeker dive mask was designed, developed, and fabricated to pair with Snapchat Spectacles right out of the box. For the first time, people could take and share photos and videos from up to 150 feet deep.
We told the story of three divers—an ecologist, an explorer, and a free diver—through Snapchat and other social platforms, as they tested and played with our new social media dive mask.
Over five days we followed three divers—an ecologist, an adventurer, and a free diver—as they demonstrated the SeaSeeker Mask by putting it to the test in the waters of Mexico. We posted their stories on Snapchat in real time and drove to them on Instagram and Facebook, and through a strong PR push.
234 million PR Impressions
474 percent increase in Snap fans
12 million video views