Campaign Overview

To generate awareness and excitement for the launch of their new ship, Utopia of the Seas, Royal Caribbean turned to Instagram for the Utopia of the Seas Party Giveaway. The campaign aligned with the announcement of the ship’s Godmother, GRAMMY-winning artist Meghan Trainor. Fans had the chance to win a spot on the ship’s inaugural cruise to the Bahamas, where they could experience an exclusive live performance by Meghan on board.

By combining an engaging Instagram campaign with an unforgettable cruise experience, Royal Caribbean successfully built anticipation for Utopia of the Seas while expanding its social media reach.

Our Solution

Realtime Media partnered with Royal Caribbean to launch the sweepstakes, driving massive engagement, increasing follower growth, and maintaining excitement leading up to the ship's debut. With just a three-day entry window, the sweepstakes generated 21,000 entries- a testament to the power of a well-executed social media activation in creating urgency and capturing consumer attention at scale.

Our Approach:

• Sweepstakes Entry Process: Instagram users aged 21+ were invited to participate by following @royalcaribbean and commenting on a joint Instagram post by Royal Caribbean and Meghan Trainor. To enter, participants tagged their comments with #UtopiaoftheSeas and #sweepstakes. The entry window was limited to just three days in July, generating a surge of engagement and contributing to the 21,000 entries received in that short time.
• Exclusive Grand Prizes: Fifty-two grand prize winners and their guests received a once-in-a-lifetime experience- a three-night cruise to the Bahamas aboard Utopia of the Seas, during its inaugural voyage from Port Canaveral, Florida. The cruise featured a private Meghan Trainor concert and an official ship-naming ceremony, making it an unforgettable event.
• Expert Sweepstakes Management: Realtime Media provided comprehensive end-to-end support, including legal administration and winner selection. Our proprietary prize redemption solution ensured secure winner validation and smooth communication throughout the process.

Key Benefits:

• Amplified Brand Awareness & Engagement: The promotion successfully drove excitement for Utopia of the Seas, increasing visibility and strengthening Royal Caribbean’s brand presence. In total, the sweepstakes amassed 21,000 entries!
• Expanded Social Media Presence: The Instagram-focused approach significantly boosted Royal Caribbean’s Instagram following and engagement, through their strategic partnership with Meghan Trainor, fostering long-term audience expansion.
• High-Value Consumer Experience: The exclusive nature of the prizes generated strong participation and positive brand association, reinforcing Royal Caribbean’s reputation for delivering exceptional experiences.

The Utopia of the Seas Party Giveaway was a resounding success, delivering strong engagement, brand awareness, and a surge in social media activity. By leveraging Instagram and partnering with Realtime Media, Royal Caribbean executed a seamless and high-impact campaign that not only celebrated the launch of their new ship but also strengthened their digital presence.

Interested in learning more about how we can help with your next Digital Promotion? Get in touch with us today!