Cruising at sea on a billion-dollar ship is a big, brag-worthy experience. To remind people of the scale of sailing, the brand needed to transform how people documented and shared moments onboard into something that felt as big and new as the ship itself. Instead of encouraging people to take selfies at arm's length, Royal Caribbean

gave people a way to share personalized content that showed what it's like to be aboard Anthem of the Seas in all its glory. Utilizing drone technology and

the ship's high-speed Internet, Royal Caribbean was able to replace the standard on board selfie with a Superscenic version that was filmed, edited, and delivered to guests in a matter of hours

Each drone took off from the rear ship deck every 5-10min. While in flight, the drone would capture 4-5 individual videos of individual participants or small groups. The drone would fly steady as close to the ship and participate as possible to capture faces. After a few seconds locked on the participant, the drone would sweep out to 250 feet and 650 feet away from the ship until the participant has become a speck on the massive ship in the middle of the ocean.

This was made possible by drone technology, including experienced drone spotters and pilots and an onboard editing team.

Videos were customized for easy Instagram sharing.

During the Anthem of the Seas launch, Superscenic Selfies helped the brand achieve $193,000 in earned media, compared to their weekly average of $47,000. Organic impressions rose to 117MM, compared to the SMM weekly average. And thanks in large part to the sharing of Superscenic Selfies on lnstagram, fan growth spiked at 3x the normal brand rate (from an average weekly increase of 1,900 followers to 6,000).