The 360-campaign encompassed marketing, public relations, social media, and a massive consumer interactive experience at the weeklong Super Bowl LIVE – all to raise awareness of the need to take action to protect and preserve coral reefs.
OBJECTIVE
MSC challenged Newlink to come with a creative initiative to raise awareness about the dangers of coral bleaching, the need to grow Super Coral and, most importantly, bring awareness to their new exclusive island Ocean Cay, and efforts taking place there to tackle this issue.
For the first time in history, Super Bowl 2019 selected climate change as its socially responsible theme. Already an important issue for the cruise line, MSC choose to participate in Bayfront Park’s Fan Fest Environmental Village, an area that highlighted how the Super Bowl was combating climate change.
Our challenge was to develop an integrated strategy that would align all efforts marketing and communications efforts under a single objective, while also strengthening MSC's reputation with all its key stakeholders.
solution
With the support of Newlink, the MSC Foundation joined forces with MSC Cruises, the Miami Super Bowl Host Committee (MSBHC), and 54 NFL players and influencers to launch #SuperCoralPlay. The 360-campaign encompassed marketing, public relations, social media, and a massive consumer interactive experience at the weeklong Super Bowl LIVE – all to raise awareness of the need to take action to protect and preserve coral reefs.
Super Coral Play launched on Jan. 16 with a virtual and live press conference that unveiled an inspiring music video written and performed by Emmy—nominated musician Alexander Star and featuring Arizona Cardinals wide receiver Larry Fitzgerald, Cleveland Browns wide receiver Jarvis Landry and broadcaster and retired NFL quarterback Mark Sanchez at Ocean Cay MSC Marine Reserve.
When inviting the world to take action, and share their pledge on social media by using the #SuperCoralPlay hashtag, the campaign has surpassed expectations, reaching over 28 million users across Facebook, Instagram and Twitter. Newlink engage 60 influencers who shared their commitment to reduce their carbon footprint, while the #supercoralplay music video catapulted to generate over 13 million engagements across social platforms.
Public Relations efforts have resulted in more than 352 million impressions in global media outlets including industry trades, newspapers, and digital outlets. Matthew McKinnon, of the MSC Foundation, scientist Carl Gustaf Lundin and retired NFL player Mark Sanchez also participated in a Satellite Media Tour, which was done from the Ocean Cay MSC Marine Reserve space at Super Bowl Live.
results
+352M
PR IMPRESSIONS
+28M
USERS REACHED
+13M
ENGAGEMENTS
+9.1M
YOUTUBE VIEWS
60
INFLUENCERS
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V1.0, September 2021