Carnival Commits to First Super Bowl Ad Amid Marketing Push
Photo Credit: Cedric the Entertainer hosts Carnival's Super Bowl ad competition. Carnival
Skift Take
Carnival is investing big dollars in a Super Bowl ad so it's smart to extend its life and impressions with an online component; however, that doesn't mean that either will be enough to significantly shift consumers' perception of the brand.
Carnival Corp. is going to advertise during Super Bowl XLIX for the first time as part of its recently launched marketing initiative, which promotes all nine of its cruise brands across TV, social and digital platforms.
Rather than just create an ad and air it, Carnival is turning the big buy into an opportunity to engage customers across its digital platforms. This builds on Carnival's entry in user-generated content, starting in September 2013, when it launched a new campaign calling for ph
