M&C Saatchi PRGorkana29th June, 2012
about us   2
why i’m here   3
the brief                                           4       Extend the reach of the T-Mobile Royal                  Weddin...
the challenge                                      5    Get coverage for a bunch of lookey likeys             dancing in a...
what we achieved                                         6           Hit 3 million views within 24 hours         28.5 mill...
what we achieved                                     7  In excess of 500 pieces of coverage and counting
what we achieved   8
what we achieved   9
what we achieved   10
how we did it                                      11                This ad’s for sharing    Find reasons to share throug...
the plan                                                                              12                          on the p...
five learnings                                        13      1. Involve the media most likely to share     2. Think of th...
1. media most likely to share   14
1. media most likely to share                                        15    1,175,708 views            260,387 views       ...
2. ambassadors for a different audience   16
3. the picture that people will share   17
4. take control of your own content   18
5. the campaign narrative                                                                                                 ...
Chris Hides            M&C Saatchi PR            @chidesTHANK YOU
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M&C Saatchi PR presentation

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

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M&C Saatchi PR presentation

  1. 1. M&C Saatchi PRGorkana29th June, 2012
  2. 2. about us 2
  3. 3. why i’m here 3
  4. 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. 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. 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. 7. what we achieved 7 In excess of 500 pieces of coverage and counting
  8. 8. what we achieved 8
  9. 9. what we achieved 9
  10. 10. what we achieved 10
  11. 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. 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. 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. 14. 1. media most likely to share 14
  15. 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. 16. 2. ambassadors for a different audience 16
  17. 17. 3. the picture that people will share 17
  18. 18. 4. take control of your own content 18
  19. 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. 20. Chris Hides M&C Saatchi PR @chidesTHANK YOU
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