4. the brief 4
Extend the reach of the T-Mobile Royal
Wedding advert
Above the line, the advert was only booked to
run on a handful of websites
Drive engagement on facebook and traffic to
the T-Mobile Youtube channel
5. the challenge 5
Get coverage for a bunch of lookey likeys
dancing in a church
That are in an advert that won’t be on TV
At a time when every PR agency in the land is
pitching Royal Wedding ideas
6. what we achieved 6
Hit 3 million views within 24 hours
28.5 million views on Youtube to date
Youtube’s official top ten most watched video of 2011
500k facebook likes
1.5 million tweets
7. what we achieved 7
In excess of 500 pieces of coverage and counting
11. how we did it 11
This ad’s for sharing
Find reasons to share throughout the process
Offer exclusive access for key media
Develop package of shareable content
12. the plan 12
on the
pre-event launch momentum
day
attending shoot
East 17
press materials press shots MMNR
dress
media relations media content launch release
update release
signing louie spence b-roll development content distribution
ongoing media
PA pictures talent management media relations
relations
media management
13. five learnings 13
1. Involve the media most likely to share
2. Think of the picture that people will share
3. Choose ambassadors that will share with a
different audience
4. Take control of your own content
5. Think about the campaign narrative