La campaña de 360 grados abarcó marketing, relaciones públicas, redes sociales, y una experiencia interactiva de público masivo en el Super Bowl LIVE, de una semana de duración, todo ello para concienciar sobre la necesidad de tomar medidas para proteger y preservar los arrecifes de coral.
OBJECTIVE
MSC desafió a Newlink a presentar una iniciativa creativa para concienciar sobre los peligros de la decoloración de los corales, la necesidad de cultivar Súper Corales y, lo que es más importante, concienciar a su nueva y exclusiva isla Ocean Cay, y los esfuerzos que se están llevando a cabo allí para abordar este tema.
Por primera vez en su historia, el Super Bowl 2019 seleccionó al cambio climático como temática de sus esfuerzos de responsabilidad social. Ya un tema importante para la línea de cruceros, el MSC eligió participar en el Fan Fest Environmental Village de Bayfront Park, un área con la que el Super Bowl demostraba acciones para combatir el cambio climático.
Nuestro desafío era desarrollar una estrategia integrada que alineará todos los esfuerzos de comercialización y comunicaciones bajo un solo objetivo, y que al mismo tiempo fortaleciera la reputación del MSC con todos sus principales actores.
solución
Con el apoyo de Newlink, la Fundación MSC unió fuerzas con MSC Cruises, el Comité Anfitrión del Super Bowl de Miami (MSBHC), y 54 jugadores de la NFL y personas influyentes para lanzar #SuperCoralPlay. La campaña en 360º abarcó marketing, relaciones públicas, redes sociales y una experiencia interactiva de consumo masivo en el Super Bowl LIVE de una semana de duración, todo para concienciar sobre la necesidad de tomar medidas para proteger y preservar los arrecifes de coral.
Super Coral Play se lanzó el 16 de enero con una conferencia de prensa virtual y en vivo que presentó un video musical inspirador escrito e interpretado por el músico nominado para un Emmy, Alexander Star, con el receptor de los Arizona Cardinals Larry Fitzgerald, el receptor de los Cleveland Browns Jarvis Landry y el locutor y retirado quarterback de la NFL Mark Sánchez en la Reserva Marina de Ocean Cay MSC.
Al invitar al mundo a tomar acción, y compartir su compromiso en las redes sociales utilizando el hashtag #SuperCoralPlay, la campaña superó las expectativas, llegando a más de 28 millones de usuarios a través de Facebook, Instagram y Twitter. Newlink involucró a 60 personas influyentes que compartieron su compromiso de reducir su huella de carbono, mientras que el video musical #supercoralplay se catapultó para generar más de 13 millones de interacciones a lo largo de todas las plataformas sociales.
Los esfuerzos de relaciones públicas han resultado en más de 352 millones de impresiones en los medios internacionales, incluyendo medios de la industria, los periódicos y los medios digitales. Matthew McKinnon, de la Fundación MSC, el científico Carl Gustaf Lundin y el futbolista retirado de la NFL Mark Sánchez también participaron en un Tour de Medios Satelitales, que se realizó desde el espacio de Ocean Cay MSC Marine Reserve en el Super Bowl Live.
La campaña también consiguió la participación de la ciudad de Coral Gables, que se convirtió en la primera ciudad en hacer un #supercoralplay, lo cual incluyó la resolución de suspender temporalmente el uso de fertilizantes que contienen nitrógeno o fósforo. Su compromiso se extendió a cambiar su nombre a Super Coral Gables para el mes de febrero y desafiar a otros municipios en el sur de la Florida a tomar medidas y hacer lo mismo!
resultados
+352M
PR IMPRESSIONS
+28M
USERS REACHED
+13M
ENGAGEMENTS
+9.1M
YOUTUBE VIEWS
60
INFLUENCERS
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V1.0, September 2021