This integrated activation required seamless collaboration between tech, film and interactive production and media.
To change the perception of what a cruise vacation is like, this concept sent young travel influencers on a seven-day cruise on Royal Caribbean’s newest ship and live streamed their adventures to billboards in NYC using the mobile application Periscope. Viewers on Periscope could comment on and participate in each stream as it happened.
The preparation and technical research for this project was crucial. We tested both satellite and boosted cellular connections on each Caribbean island for the best picture quality and connection. We organized a control room to monitor live comments package and deliver the content to billboards in real time. Because Periscope did not have an API, we relied on our own creative technology to get the content formatted and live. As the lead producer, I resourced the director and production / tech partners as well as organized communication between the agency’s media, technology, and creative departments and our seven-day shoot.
The activation had great recognition in travel, tech and media industries.
For Royal Caribbean | MullenLowe