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Tag Archive | "viral marketing"

Commentary: Royal Champions walk the plank

Posted on 04 August 2009. Tags: bogus reviews, Cruise Critic, cruise ombudsman, ExpertCruiser, MSNBC, Royal Caribbean, Royal Caribbean International, Royal Champions, Trip Advisor, Tripso, viral marketing

Royal Caribbean announces the end of its controversial “Royal Champions” viral web marketing program. In March, I broke the story regarding the program where fans of the cruise line only posted positive reviews on Cruise Critic and Trip Advisor. I want to thank my readers for helping me break this story. (read for more..)
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Cruise Critic bans users quoted in MSNBC article

Posted on 01 April 2009. Tags: banned from cruise critic, Cruise Critic, RCCL, Royal Caribbean Cruise Line, Royal Champions, viral marketing

Talk about April fools!! The drama at Cruise Critic continues. Three weeks after my articles outing Royal Caribbean’s Royal Champion program on their forums they have wielded a big ax and have banned several of the readers I talked to for my articles. Read for more…
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Cruise executives: We wouldn’t do what Royal Caribbean did

Posted on 17 March 2009. Tags: bad marketing moves, Cruise Critic, fallout over board seeding, Gene Sloan, Royal Caribbean, Royal Champions, USA TODAY, viral marketing

$Royal Caribbean\'s Independence of the Seas (photo courtesy of Royal Caribbean)$ My colleague Gene Sloan of USA TODAY has an interesting article on the fallout from the Royal Champion story. Gene interviewed Carnival, Holland America, Celebrity, NCL, and Princess executives about viral marketing campaigns. Read for more…
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A contagious virus? Marketing campaign sinks Cruise Critic

Posted on 13 March 2009. Tags: 6S Marketing, Allison and Partners, banned from Royal Caribbean, Bill Hayden, Brenda Moran, cruise bulletin boards, Cruise Critic, cruise forums, Doth Brands, Expedia, Forrester Research, Inc., Independent Traveler, Mixercast Inc, Nielsen Buzz Metrics, RCCL, Royal Caribbean Cruise Line, Royal Caribbean International, Royal Champions, social media, Terralever, tripadvisor, Twitter, Usenet, viral marketing, Visible Technologies, WOMMA, Word of mouth marketing

Are the Royal Champions about to be dethroned? Based on the fallout from last week’s column about Royal Caribbean’s secretive group of cybercheerleaders, you might be forgiven for thinking so.
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Hey cruisers, here’s the real scoop with passports
Find out if you need a passport on June 1, 2009.

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Paid cheerleaders: Does Royal Caribbean’s viral campaign cross the line?

Posted on 06 March 2009. Tags: banned from Royal Caribbean, Brenda Moran, cruise bulletin boards, Cruise Critic, cruise forums, RCCL, Royal Caribbean Cruise Line, Royal Caribbean International, Royal Champions, viral marketing

In early 2007, Royal Caribbean developed a marketing strategy that used online bulletin boards to spread the cruise line’s gospel, so to speak. The company created a program, dubbed “Royal Champions,” that enlisted rabid Royal Caribbean fans who happened to be frequent posters on Internet cruise bulletin boards like Cruise Critic. Did its program cross the line?

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Posted in Advice, Tripblog, What's New?Comments (39)