msc case study
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Introducing Media Ark
7th November 2012
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A bit about us…
• Strategic content specialists– Online video– Sponsored editorial– Advertorials– Social media campaigns– Television programmes and more…
• Editorial pedigree– Over 20 years’ experience in
national newspapers/magazines and television
– We’ve made over 50 hours television, sold in 117 territories around the world
– Also created ad’ campaigns for someof world’s biggest brands
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Who we’ve worked with...
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THE CHALLENGE
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OUR CHALLENGE
• Raise awareness of MSC Cruises with younger travellers, by engaging opinion formers/bloggers in key territories across Europe
• Create a relationship between MSC and the bloggers, which can be built upon for the future
• Promote the launch of the ship MSC Splendida – and MSC Divina
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OUR SOLUTION
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OUR SOLUTION
• A unique VIP cruise aboard MSC Splendida for key international bloggers;
• Each blogger given their own camera crew and the opportunity to create their own films
• Each film brought the MSC experience to life – taking audiences behind the scenes and challenging people’s perceptions about cruising
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THE RESULTS
• Nearly 3 million interactions on Twitter, in just 3 months
• Videos got almost 19,000 views/618 hours of viewing on YouTube – in just 3 weeks
• One video alone got 10,000 views
• Suite of 18 videos created for MSC future use;