Epic adventures await aboard Royal Caribbean’s Icon of the Seas. Hop on to enjoy the calm after the storm.
BACKGROUND: Royal Caribbean International is about to launch one of the biggest cruise ship to ever sail.
THE ASK: Create a campaign to convince pre-teens (9-13) to want to come aboard the Icon of the Seas cruise.
PROBLEM: Kids these days are addicted to technology. How do we get them to look up and out of the house?
SIMPLE THINKING:
Focusing in on pre-teen boys, there is a huge portion of children who spend their time indoors playing video games instead of playing outdoors or connecting with nature. How can we influence an entire segment of this target audience to want to get on a cruise ship. Simple. Put it in the video game. Bring it to them.
Royal Caribbean cruises has teamed up with Fortnite to create a new addition to the Chapter 4 map. The Icon of the Seas location will include the main cruise ship as well as scattered islands.
This way gamers can explore all aspects of the ship without a second thought. The Icon of the Seas ship will be full size– featuring their category 6 waterpark, exquisite dining, all 2,805 staterooms, laser tag arena, rock-climbing wall, mini golf, and everything else a kid would love.
The surrounding islands will represent the stops the ship makes. Allowing the pre-teens to explore their potential journey.
HOW DO WE REALLY GET THEM TO COME ABOARD?
Sail away from the storm and towards the CARIBBEAN! To incentivize buying tickets, throughout Fortnite’s season 4 players can collect “Iconicoins” dispersed upon the map. If they reach 200 the player will be awarded a FREE ticket aboard the Icon of the Seas.
This way pre-teens across the globe will win one ticket, but who can’t they go without? At least one parent or guardian. In most cases, this means a family would have to purchase at least a few more tickets to bring themselves and their other kids along. And how can you say no when your kid just won a FREE trip to the Caribbean?
HOW WILL PEOPLE FIND OUT?
WHO: Ninja, popular Fortnite streamer across platforms TikTok, YouTube, and Twitch. His videos get millions of views, likes, and interactions.
WHAT: Will get early access to the new map and will post a video similar to the one on the right exploring the ship.
WHEN: Pre season four launch.
WHERE: Will stream on Twitch and post to his socials after.
EVERYONE IS TALKING ABOUT IT:
MORE FUN
