With more than 2 million fans on Facebook, Carnival Cruise Lines has a vibrant social media presence. While Facebook has been a worthwhile and efficient engagement portal for the cruiser, Carnival is constantly looking for new ways to engage its current fans and to reach fresh audiences.The goal of delivering valuable content in a fun and unique way led Carnival to explore advertising opportunities with music streaming company Spotify. As one of the top 10 most integrated social apps on Facebook, according to April 2013 research from AppData, and with 20 million active users, Spotify seemed an ideal destination for Carnival to provide a music-focused, social experience that would resonate with a younger, millennial user base.

via Case Study: With Spotify Playlist, Carnival Engages a Millennial Audience – eMarketer.