Carnival Cruise Lines employed a digital-centric guerrilla campaign.
Large windows in empty storefronts were filled with aquariums complete with fisah, plant life and buried treasure chests. But as passers-by got a closer look, it was revealed that the aquariums that looked so real from far away were actually digital creations.
Those wanting to interact with the digital PR installation could use their cell phones to call a special number to create their own personalized fish. Participants were then sent a text message inviting them to visit Carnival’s promotions website.