We told a story of a cruise ship. From the first welded parts to the maiden cruise. Story consisted of daily/weekly blog and video material to keep the audience active, pushed content such as ships naming competition and live streams from building seremonies and two way communication with the audience in social media about their expectations and hopes for the upcoming ship.

The goal was to build an audience and a fan base for a cruise ship and sell cruise tickets in advance. Results: 300 000 tickets sold before the maiden cruise, 2,5 million pageviews, 26 000 Facebook fans.