Home  › Media › Media Buying

Royal Wedding Creates Opportunities for Brands

  |  May 5, 2011   |  Comments

The marriage of Kate Middleton and Prince William inspired marketers to develop custom ads and entertaining apps.

Wedding season is underway, and never has it kicked off with such a bang. Thanks to the recent royal nuptials, the web is buzzing with wedding activity, and publishers are getting in the spirit.

As ClickZ News reported last week, properties like Brides.com and TLC capitalized on the occasion with custom content surrounding the event, all of it creating new advertising opportunities for brands. TLC's wedding coverage, photos, quizzes, and polls were accompanied by video ads from Dove and Comcast's Xfinity.

Over at E! Online, people could try their hand at a "royal name generator" and read the latest news on the royal couple in a special content channel sponsored by Sprint.

bridesmaids-eonlinead

At AOL's royal wedding channel, the articles, photos, and videos came courtesy of sponsor Magnum Ice Cream.

The royal wedding proved to be an opportunity that could be exploited by brands across the consumer space. British beauty brand Rimmel London used ads on E! Online to point consumers to its U.S. Facebook page for "Royal make-up tips."

rimmel-fb

In a clever play on a theme relating to the big day that also ties in with its logo, Rimmel launched an app that allows users to "crown" their friends with titles like "Gossip Queen," "Royal Pain," and "Daddy's Little Princess." The crown appears on their Facebook profile page and those who use the app receive a coupon for a discount on their next purchase of a Rimmel product.

rimmel-crownapp

The brand also created additional content for its Facebook fans. Apart from posting commentary from a British celebrity make-up artist on Kate Middleton's various looks, Rimmel took to the streets of London on April 29 to record trends within the crowds.

In what must surely have been the most culturally symbiotic campaign of the week, Universal Pictures partnered with PerezHilton.com to launch an application for its upcoming film "Bridesmaids."

bridesmaids-perezapp

The tool allows readers to create personalized videos featuring their Facebook friends, as well as eccentric blogger Perez himself. After asking users to log in through their Facebook account, the Perez Hilton bridal party tool invites them to select five bridesmaids from among their Facebook friends. A personalized video includes profile photos along with pithy comments about each lady from Perez. The clip can be shared through one's Facebook profile page or sent directly to the featured friends - in the hope, one assumes, that they have a sense of humor.

"Like a wedding, a great movie is a social event, something you experience with friends in the theater and then talk about afterwards," says Henry Copeland, CEO and founder of Blogads, which handles media sales for PerezHilton.com. "Perez taps into that same communal dynamic, allowing a bunch of people to share the same experience in real-time together."

On the mobile marketing front, Universal Pictures is employing Microsoft Tag, a technology that marries offline advertising with mobile through a small tag that can be added to print ads, marketing materials, product packaging, and signage. Mobile Marketer reported that Tags will be featured on full-page ads in such magazines as Cosmopolitan, InStyle, and Us. When a consumer uses a smartphone to scan the code on the Tag, she will be given instant access to the Bridesmaids trailer and additional content related to the film through her phone. Universal is also using display advertising on lifestyle and entertainment sites to spread the word about the movie and drive traffic to the official film site; included in the media buy is the royal wedding section of E! Online.

Any event with an inspiring subtext, whether it's a royal wedding, the Olympics, or the Super Bowl, represents an opportunity for brands to harness the energy of the masses and parlay it into excitement about their products. Increasingly, using custom channels developed by publishers while creating unique branded content that provides value to consumers is a good way to start. If brands can't have a prince of their own, they can at least find solace in an entertaining and engaging campaign.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Tessa Wegert

Tessa Wegert is a business reporter and former media strategist specializing in digital. In addition to writing for ClickZ since 2002, she has contributed to such publications as USA Today, Marketing Magazine, Mashable, and The Globe and Mail. Tessa manages marketing and communications for Enlighten, one of the first full-service digital marketing strategy agencies servicing such brands as Bioré, Food Network, illy, and Hunter Douglas. She has been working in online media since 1999.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...