Previous Next

ROYAL CARIBBEAN - DWTS PARTNERSHIP

Dancing With The Stars takes on a brand new twist


Challenge

Promote the launch of Royal Caribbean’s newest ship, Anthem of the Seas, via a large-scale brand integration in an entertainment property that will provide significant reach and offer the opportunity to speak to the brand’s ‘New to Cruise’ target demographic.

Catalyst

Utilize unique aspects of the ship for organic storyline integrations and destination opportunities for popular shows that would result in brand integration exposure as well as PR amplification.

How We Pressed Play

FRUKT identified, negotiated, and secured a brand integration partnership with ABC’s hit show “Dancing with the Stars”. The integration had the show travel from the ballroom to Anthem of the Seas during her inaugural sailings for a “show stopping” adventure. Two competing couples joined the sailing to draw inspiration for a new routine set to the ship’s West End show, We Will Rock You, and experience everything Anthem of the Seas has to offer. The airing of the integration coincided with the ship’s launch and aired both via broadcast and the show’s digital live stream platform in addition to coverage by Entertainment Tonight and GMA. Overall, Royal Caribbean received over four minutes of exposure in “Dancing with the Stars” in Showstoppers episode and two minutes of exposure in the season finale.

Results

  • Over 35M broadcast impressions
  • 117M social media impressions
  • 18% increase in follower growth

FRUKT identified, negotiated, and secured a brand integration partnership with ABC’s hit show “Dancing with the Stars”.

Results

Dancing With The Stars takes on a brand new twist

35M broadcast impressions
117M social media impressions
6 minutes of exposure