Carnival Cruise Line has announced that following a new wave of anticipated video game releases, it is bringing its signature fun to Twitch with Play Carnival, an interactive livestream that puts viewers in control of the action aboard the Carnival Celebration.
“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,” added Sotelo.
The company said in a press release that the experience invites viewers to “Find Your Fun Again” with interactive challenges, unexpected surprises and the chance to win a Carnival cruise.
Joining the initiative are digital creator iJustine and Carnival Fleet Cruise Director Erin Weigand. The Play Carnival livestream will take place Sunday, November 15, at 10:30 AM EST on Carnival’s Twitch, Instagram and TikTok accounts.
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 added that the 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 company’s signature experiences, turning them into challenges, side quests and unexpected moments.
The activation brings Carnival’s “Carnival is Calling” brand platform to life through “Find Your Fun Again,” the latest campaign under the platform.
