T-Mobile Royal Wedding
The social campaign for one of YouTube’s most famous branded videos
THE BRIEF – Create an online ‘event’ without a broadcast budget
In the UK T-Mobile was in a bit of a lull. No new activity since the much talked-about ‘Welcome home’ campaign – and no TV planned until later in the year. What we needed was a big ‘event’ but how would we do it without a broadcast budget?
OUR IDEA – Royal lookalikes in the house of love
In 2010 nothing got the UK talking more than the Royal Wedding. So we carefully orchestrated a social campaign around a spoof film of lookalike royals dancing down the aisle to bring T-Mobile’s ‘Life’s For Sharing’ positioning to life.
Working with Saatchi and Saatchi, the creative agency behind the video, we invited bloggers to the shoot and seeded a teaser to social media platforms. We ensured that people looking online for wedding content, found our film.
Supporting social activity included polls on Facebook and links to other ‘inspirational’ wedding videos. With an online teaser campaign leading up to the video release, by launch we were tracking over 8 tweets per second about the campaign.
THE RESULT – Over 30 million views
Our ignition created a word-of-mouth phenomenon. 21 million people watched in the first month alone, and we featured in several TV shows. Justin Bieber tweeted his 9m followers about the campaign and the real Prince Harry posted it on his personal Facebook page. Most importantly to the client our brand metrics soared.