How Norwegian Cruise Line Generated Engagement with Thousands of New Customers


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Learn how the global cruise line used Shoutlet to launch a contest that went viral with fans.

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How Norwegian Cruise Line Generated Engagement with Thousands of New Customers

  1. 1. HOW NORWEGIAN CRUISE LINE GENERATED ENGAGEMENT WITH THOUSANDS OF NEW CUSTOMERS GLOBAL CRUISE LINE ACQUIRES NEW CUSTOMERS WITH SHAREABLE CONTEST GOAL DRIVE NEW LEADS GENERATE ENGAGEMENT As the new ship Breakaway launch drew near, the team looked for creative ways to acquire new leads for their database as well as generate buzz and excitement around their new ship. Through social engagement, the team looked to not only reach their fans, but friends of their fans. CAMPAIGN BEST OF NYC SOCIAL CONTEST Norwegian set up a simple yet effective social contest on Facebook, that included a landing page, entry page, and thank you page with follow up instructions to Like their page and share with friends. The team promoted the contest via regularly scheduled multi-network posts with trackable links. Shoutlet, Inc. 2013 • v13.01 • •
  2. 2. RESULTS 11,890 ENTRIES 7,044 CONTEST SHARES 13,039 NEW FANS IN 2 WEEKS INCREASED BRAND AWARENESS In less than two weeks, the contest garnered almost 12,000 entries and over 7,000 contest shares. They increased their fan base by more than 13,000 fans, and increased overall engagement of their community. The team also gathered new customer data including e-mail addresses to add to their Social Profiles™ to use in future marketing campaigns. A highly engaging campaign, the Best of NYC Social Promotion allowed Norwegian Cruise Line to engage and reward existing fans, as well as connect with new fans. We experienced great success with our Norwegian Breakaway cruise giveaway contest using Shoutlet. Our concept was based on a promotion we saw another company launch on Facebook, and the Shoutlet team was wonderful in helping us build a contest that replicated what they had done. Not only did the contest exceed all of our expectations in terms of engagement, it generated an overwhelming number of entries, which translated to leads, as well as generated a lot of buzz and excitement around the launch of our new ship. Marisa Scime Director, Social Media and Public Relations Norwegian Cruise Line HOW SHOUTLET HELPED The Norwegian team worked strategically with their Shoutlet Account Director to execute a popular viral Facebook contest they had seen in the past. Social Contests and Social Canvas™ empowered the team to customize their single-field entry page and the unique thank you page with the Facebook Like and Share button. Shoutlet Posting and Calendar enabled the team to plan, execute, and track content promoting the contest. And finally, using Shoutlet’s Analytics, Norwegian Cruise Line measured not only contest entries, but also contest shares, proving the successful virality of the promotion. ABOUT SHOUTLET, INC. Shoutlet is a leading independent enterprise-class cloud-based social marketing platform that enables marketers to publish, engage, and measure social marketing campaigns and activities on social media platforms such as Facebook, Twitter, LinkedIn, Foursquare, and YouTube. Its industry-leading, enterprise class functionality includes tools for social CRM, creative design, social listening, ads, workflow management, contest design and execution, and top-notch analytics for easy integration with the industry’s leading web analytics tools from Google Analytics, IBM Digital Analytics, Omniture, and Webtrends. Shoutlet’s SaaS-based model gives customers the control and flexibility they want and need, and is rooted in a strategic partnership that provides the necessary resources and counsel to execute successful social campaigns. Shoutlet, Inc. 2013 • v13.01 • •