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The advertisement for Carnival Cruise Lines is part of Carnival’s campaign strategy to show people of any generation can have fun the way they did as children. This campaign is part of the “Funville” interactive feature.  This interaction design is one of the social media outlets Carnival has developed to enhance their communication and relationship with its consumers.

Carnival is one of the many organizations implementing different forms of social media to develop interactivity and increase their marketing strategy.  A case study done by Innovation Insight on their Intel 3.0 blog posted an interview with Carnival  Senior Manager for Interactive Marketing Strategy Jordan Corderra and Social Media Strategist Stephanie Leavitt.  The interview discusses how Carnival worked to establish their social outlets.  They also mention Carnival’s different forms of social media such as Twitter, FaceBook, YouTube, Flickr, a personal blog, a virtual tour, and their own company social network. 

Levitt uses Twitter to communicate with customers and supply online guest with updates.  One recent tweet stated that the cruise director wanted to make “open deck” available in the moonlight to create a beautiful setting on the boat.  Other tweets include personal messages to possible employees asking about job offers and guests discussing fun activities available on the ship.  The Twitter page also provides a link to the Carnival website. 

Cruise director John Head writes the Carnival blog.  His personal blog began with a focus on one specific ship, but Carnival decided to redirect his blog to broaden the topics.  He discusses his opinions suggests his ideas to gain the best experience on a Carnival cruise.

Carnival Connections is Carnival’s social network environment.  After further development it has become a site to experience virtual tours, customer interviews, and discussion forums.  This page provides a several ways to connect and communicate with employees and previous guests.  One of the virtual tours combines videos and interviews of vacationers on the ship, so newcomers can see the atmosphere of the ship with real Carnival guest’s feedback.

One of the most recent interactive forms to communicate with consumers is developed as a social interaction design.  The “Funville” section of the Carnival website has campaign videos and interactive games for users to explore.  One of the games lets users play with the beach ball or piñata from the Carnival commercials.  Another activity is to learn how to make your own animal towel, just like the ones you find on your bed.  The last element to the “Funville” corner is to enter information to receive updates and communicate with Carnival.

These Carnival features market their vacation atmosphere to consumers.  Even though each style doesn’t provide a direct contact with the company the interactive tools all spark the interest of users and keep them intrigued.  Through this involvement Carnival is able to establish a connection with its consumers, and keep them returning for future family vacations.  There are many other corporations that implement social media as effectively as Carnival and others that can learn from their technologies.