Royal Caribbean wins Effie Award for social media campaign
Royal Caribbean was honored with a silver Effie award at the 2017 North American Effie Awards in the Media Innovation – Existing Channel category for the #ComeSeekLive program.
The awards ceremony was held in New York CIty, and Royal Caribbean was recognized for its work offering a first-of-its-kind live, interactive experience that was showcased on billboards on the streets of New York City, thanks to the livestreaming capabilities of the social media app Periscope.
Designed and executed by Royal Caribbean’s creative agency, Mullen Lowe, and media buying agency, Mediahub, #ComeSeekLive combined traditional outdoor advertising with the then-new social platform, Periscope. Royal Caribbean's campaign enabled consumers to interact in real-time with influencers on board the cruise line’s high-tech ship, Anthem of the Seas, sailing to five idyllic Caribbean destinations. Through the #ComeSeekLive experience, audiences were given the ability to discover and participate in adventures they never expected from the brand.
The North American Effie Awards honor the most effective marketing efforts of the year in the United States and Canada.