Every Fourth of July, Americans celebrate their freedoms together over a barbecue. And yet many of the troops who make those freedoms possible find themselves far from home-unable to take part in the celebration. So Carnival Cruise Line, looking to be positioned as America's cruise line, partnered with Operation Homefront and Guy Fieri to bring Americans and troops together for The World's First Social-Powered Barbecue.

Americans posted messages of gratitude to the military on social media using #ThankYouBurger. Then, at Marine Air Corps Station Miramar (MCAS) in San Diego, these messages were laser-inscribed live onto hamburger buns and shared with Marines-with each bun printed using a custom-built social-to-physical lasering device.

#ThankYouBurger inspired people of all ages and backgrounds to reflect on the meaning of the Fourth of July-and members of the military received heartfelt recognition: over 16,000 messages from Americans eager to express their sincere appreciation.

Across three offices and across the U.S.-marketing materials, social partnerships, event details, and the tech-enabled grill itself were designed and built out over the course of three months. Marketing was placed entirely in social media and was targeted nationally. Participation was welcomed from individuals around the world as the campaign and message was spread further, over the course of the time from late June to late July.

#ThankYouBurger helped incorporate cruising into culture and inspired positive brand sentiment by connecting with, engaging, and uniting both social and military communities. The campaign yielded over 142 million impressions, over 16,000 #ThankYouBurger submissions and over 12 million video views. Social sentiment was overwhelming positive, elevating Carnival's position as America's cruise line. Comments were focused on simple and heartfelt statements of gratitude and garnered pride from both families and veterans. And Marines posted messages back to the people who participated in the campaign to express thanks both for the messages and barbecue.