GLOBAL – MAY 2011 – After all the streets have been cleared of the revelers and the mania has died down, it is clear the the wedding of Prince William and Kate Middleton, now the Duke and Duchess of Cambridge, brought much-needed optimism to the UK. Call it the classic case study for brand rejuvenation. All the pomp and excitement resulted in a positive view of the Royal Family.
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Sales in the UK retail sector went up, not necessarily from souvenirs, though limited edition packaging and commemorative products filled shelves. Tea and alcohol brands were in early; travel brands anticipated the honeymoon. But there was no doubt that the Royal Wedding was the Mobile Event of the Year with T-Mobile’s spoof wedding dance, BT’s own newlyweds Jane and Adam, Carphone Warehouse and Best Buy’s Union Jack handset, and Orange’s #myroyalweddingplate hashtag.
The Royal Wedding generated the most buzz online. Antenna, Omnicom Media Group’s community listening, tracking and analysis service has released its findings on this buzz.
Over 2 billion people watched the live event, with 72 million views of the Royal Wedding streaming on the Clarence House channel on YouTube. Traffic on US news-focused websites reached 5.3 million page views a minute, making it the sixth biggest event in Internet history. Viewership skewed towards the older female demographic. Live coverage viewership was highest in New Zealand with 54%, beating even the UK at 46%.
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Between April 11 and May 10 in 15 markets including India, Indonesia and the Philippines, Antenna monitored key words for comments on social media. There were nearly a quarter of a million mentions, with nearly 65,000 on the big day, April 29th. Majority of the comments came from micro-blogs, followed by mass media print. Most comments were on the fashion and on the people. "Princess Beatrice’s ridiculous Royal Wedding Hat" was the Royal Wedding-related Facebook page with the most "likes" with over 136,000 thumbs-ups.
Antenna monitors conversations on brands, campaigns and categories on blogs, news sites, forums, micro-blogs, video sites and social networks with the Asia-Pacific in mind. Conversations in Chinese (Traditional or Simplified), Japanese and Korean are also tracked. The system updates every five minutes, capturing conversations from more than 100 million sites.
