May 03, 2011

Digital Marketing of the Royal Wedding

Ah, weddings … a time of happiness, love, and digital marketing campaigns. This may not be true for all of us, but that is definitely the case for the Royal Wedding.

The Royal Wedding opened up new doors of digital event marketing, including consumer product commercials, digital billboards for the wedding and similar shows, and live streaming media (not only online via YouTube but also via digital billboards in Times Square). Reaching beyond typical display advertising, social media messaging and traditional marketing gave digital and traditional media outlets the opportunity to expand the viewer’s reach and develop a new presence within the consumer-space. I felt a bit bombarded by wedding coverage in the final weeks leading up to the Royal Wedding, and I noticed the increased use of hashtags — #rw2011 and #royalwedding specifically — creeping into my Twitter feed and in news casts and television promotions associated with the wedding. With all the buzz, approximately 30,000 tweets per day according to Webtrends, I decided to see what all the digital madness was about.

All major news networks, the people of England, and even the official British Monarchy Facebook and Twitter pages covered the big event before, during and after the couple said, “I do.” The Royal Wedding marked a new era in digital marketing for an event and how other marketing campaigns became focused on this event (i.e., T-Mobile and Kodak).

The official YouTube channel, The Royal Channel, provided visitors with the ability to view the digital wedding invitation and the procession route for Friday’s ceremony; users were also able to upload a personal message to send to the happy couple. Additionally, live streaming video of the arrival, ceremony and first kiss garnered a record number of “concurrent viewers on Livestream” with 300,000 views. With more than 4.6 million page views per minute, The Royal Wedding surpassed the total for Obama’s presidential election; the live stream was a great illustration of where I believe digital media will trend in the future.

With direct, live access online to news and information, I am not surprised by the success of the livestream of this event. As technology and digital media continue to progress, I expect there will be more live streaming event coverage available for computer, tablet and mobile users. The Royal Wedding is a great example of an event promoted across multiple channels at once with an end goal of creating a massive digital presence and a buzz so direct and indirect that you just can’t get away from it.

 

(Contributed by Brittany Burdoine-Lewis)