viral marketing

Commentary: Royal Champions walk the plank

by Anita Dunham-Potter on August 4, 2009

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.

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A contagious virus? Marketing campaign sinks Cruise Critic

by Anita Dunham-Potter on March 13, 2009

Anita Dunham-Potter 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. Anita Dunham-Potter has the details.

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

by Anita Dunham-Potter on March 6, 2009

Anita Dunham-PotterIn 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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