royal caribbean | Seaseekers
To increase Royal’s presence on Snapchat, we created a custom built dive mask to take Spectacles somewhere they’ve never been before, underwater. To help tell our story we enlisted three world class divers to test the mask in different locations across the Caribbean and pushed out content across all social channels.
Case study
The work
THE MASK
Working with Sexton, a specialist deep-sea engineering firm, we designed and fabricated a custom mask. It featured a 3D-printed mount to hold the Spectacles securely inside the mask, and a magnetic button outside of the mask to activate video recording.
LAUNCH
We teased the idea with a making-of film that didn’t reveal the purpose of the mask.
We followed with a series of countdown videos on Snapchat that started at the surface and progressively went deeper into the sea, using the lights design from Spectacles as a hint.
We used Sanpchat posts to announce the dates to pay attention s.
And, finally, 24 hours before each dive, a portrait of our diver wearing the mask and let people know what to expect the next day.
LIVE DIVES
We posted stills from the dives and created instagram stories to help drive traffic to our videos on Snapchat.
FILMS
We also created films about each of our three divers to help our audience get to know them and learn more about their experiences using the mask.
Press
