Carnival calling

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Carnival Cruise Lines once again shows why it’s the travel industry’s most savvy marketer. In July 2007, Carnival worked with my employer Avenue A | Razorfish to launched Funship Island, an immersive world where you can get a virtual taste of a real Carnival vacation experience, such as sliding down the iconic Twister slide on the Lido deck. Now Carnival is bringing the vacation experience to Times Square through an innovative mobile marketing campaign appearing on the Times Square JumboTron starting 5 November 2007.

Each time a commercial for Carnival runs on the billboard, pedestrians see a short code with a playful call to action, such as “Text the word ‘cruise’ to 445566 to receive a mini-vacation wall paper.” Pedestrians can send the text message and receive a link to download the wallpaper image of, say, a glorious vacation beach on their mobile devices.

The campaign runs through 1 January 2008. The campaign was developed by the Avenue A | Razorfish Ft. Lauderdale office, which also helped Carnival launch the travel industry’s first social networking destination, CarnivalConnections.

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