M&C Saatchi PR's managing director Chris Hides's presentation at Gorkana's PR Gold panel event

1. M&C Saatchi PR
Gorkana
29th June, 2012

2. about us 2

3. why i’m here 3

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

8. what we achieved 8

9. what we achieved 9

10. what we achieved 10

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

14. 1. media most likely to share 14

15. 1. media most likely to share 15
1,175,708 views 260,387 views 343,682 views
1,115 likes, 42 dislikes 588 likes, 26 dislikes 675 likes
481 comments 198 comments 230 comments

16. 2. ambassadors for a different audience 16

17. 3. the picture that people will share 17

18. 4. take control of your own content 18

19. 5. the campaign narrative 19
East 17
1. HousE of LovE
Inspired by the growing trend for online wedding dance videos T-Mobile decided to
create a wedding dance of its own.
The T-Mobile Royal Wedding is a congratulatory message to William and Kate, as well as
a way of capturing the nation’s mood of celebration and jubilation in true T-Mobile style.
Featuring 15 royal look a likes dancing down the aisle in front of a packed congrega-
tion to East 17’s House of Love, the online ad has become an internet sensation, being
viewed by millions of people world wide.
As a result of the ads success, House of Love is gaining popularity again – 19 years after
it was a hit in the charts. The infectious anthem is reaching both new ears and reminding
many people that, wow, it really is a good track!
You can view the T-Mobile Royal Wedding at:
www.facebook.com/TmobileUK or www.youtube.com/lifesforsharing
Taken from the East 17 album ‘Walthamstow’
1992 London Records 90 Ltd © 2011 Rhino UK, a division of Warner Music UK Ltd.
All Rights Reserved. Unauthorised copying, hiring, lending, and broadcasting of this music is prohibited.
This promotional CD has been released by Warner Music UK Ltd on the express condition that ownership and title remain vested
in Warner Music UK Ltd which may require the return of this CD at any time. It may not be sold, transferred, altered or copied
(including burning or uploading to the internet) or transmitted without the express prior written approval of Warner Music UK Ltd.
FOR PROMOTIONAL USE ONLY. NOT FOR SALE.

20. Chris Hides
M&C Saatchi PR
@chides
THANK YOU