As excitement builds around a new wave of highly anticipated video game releases, Carnival Cruise Line is bringing its signature fun to Twitch with Play Carnival, an interactive livestream that puts viewers in control of the action aboard Carnival Celebration. The experience invites viewers to “Find Your Fun Again” with interactive challenges, unexpected surprises and the chance to win a Carnival cruise.
Joining the adventure are digital creator iJustine and Carnival Fleet Cruise Director Erin Weigand, who will turn to fans to help choose challenges, destinations and surprise twists throughout along the way. The Play Carnival livestream will take place on Sunday, Nov. 15, at 10:30 a.m. EST on Carnival’s Twitch account, as well as Carnival’s Instagram and TikTok accounts, giving fans multiple ways to tune in and steer the action.
“We’re constantly looking for new ways to push the boundaries on how we connect with consumers, and Play Carnival takes that thinking to a whole new level,” said Michael Sotelo, vice president of brand, product and social media at Carnival Cruise Line. “Through our ‘Carnival Is Calling’ campaign, we’re inviting people to discover the fun of a Carnival vacation, and Play Carnival brings that invitation to a new audience in an entirely new way. We’re excited to bring the worlds of gaming and cruising together, partnering with iJustine to make it happen.”
Unlike a traditional livestream, Play Carnival puts viewers in control. As the player, iJustine will navigate Carnival Celebration and take on challenges throughout the ship, with viewers voting on where she goes and which side quests she tackles. Weigand will serve as iJustine’s co-pilot, keeping the energy alive while relaying viewer requests, sharing instructions and introducing new challenges as the adventure unfolds. Along the way, iJustine will work toward earning her Cruise Director badge. A live “Fun Meter” will track the energy, with one mission: keep the fun alive. If the meter hits zero, it’s game over.
Carnival Celebration’s spaces and activities, along with destinations from Carnival’s Paradise Collection, will become part of the gameplay itself. These elements were strategically selected to give viewers a taste of the signature experiences guests enjoy on a Carnival vacation, turning them into challenges, side quests and unexpected moments throughout the adventure.
The activation brings Carnival’s “Carnival is Calling” brand platform to life in a new way as part of “Find Your Fun Again,” the latest campaign under the platform, and sets the stage for more new Carnival work to come as the brand looks ahead to Wave season.
For more information on Play Carnival and updates on the upcoming livestream, follow Carnival Cruise Line on social media for updates and details.