Consumers -- especially American consumers -- love the Royal Family, especially when they wed. It’s a fairytale come to life. When Prince Harry and Kate Middleton married in 2011, more than 24 million Americans tuned in, and now, the wedding between Prince Harry and the American actress Meghan Markle promises that the same numbers -- or even more -- will be looking for anything and everything related to the Royal Wedding.
Meghan Markle, much like Kate Middleton and Princess Diana, were and are huge fashion icons, and their wedding ceremonies tend to be viewed as the ultimate display of their style -- within the bounds of tradition, of course. You can bet fashionistas, stylists, designers, and consumers will all be online to talk fashion, not to mention the number of early-morning “viewing parties” that also take place.
The Royal Wedding presents digital ambush marketing opportunities for brands, designers, florists, and bakers who want to reap the benefits of engaging in the excitement. Let’s have a look at the four biggest items brands can use to create an ecommerce storm during Royal Wedding hysteria.
Create Custom Content Surrounding the Royal Wedding
Brands will want to position themselves as a source of Royal Wedding knowledge, as the online world will want to talk about everything Royal Wedding. If brands want to be a part of the conversation, they need to offer valuable Royal Wedding content.
Meghan Markle and her sense of fashion and style is the center of much of the conversation, and there are plenty of influencers and consumers talking about what she wears and how to get her look, with terms such as the “Markle diet,” “the Markle Messy Bun,” cropping up amongst many others.
Brands can take inspiration from Rimmel London’s content strategy during the last Royal Wedding. During the lead-up, Rimmel provided a wealth of Royal Wedding content, promoting things like “Royal Makeup Tips” as well as commentary by beauty experts on Kate Middleton’s looks.
Ambush Marketing Gold
Arizona iced tea struck ambush marketing gold when Pippa Middleton arrived at St. George’s Chapel for Saturday’s royal wedding in a $695 green-and-pink floral dress by British brand The Fold. While the dress was perfect for the ceremony’s color palette with Queen Elizabeth II and the now Duchess of Sussex’s mother, Doria Ragland, also donning shades of green, Pippa however created a social media meme storm with her dress’s resemblance to a container of Arizona iced tea. Few brands score this kind of luck, but when it happens it is nothing short of organic social media marketing glory.
Live Coverage and Viewing Parties
Live coverage of the Royal Wedding started quite early in the morning in the United States (anywhere from 4 am - 6 am EST), and there are dedicated fans who wake up early to watch live and even others who host “viewing parties.” Some brands are well-positioned to reach this early morning crowd, particularly those in the morning product or service game.
Kellogg’s NYC cafe hosts their own viewing party with a multi-course breakfast menu using the brand’s different cereals. Participants are encouraged to share their experiences on social media with the hashtag #KelloggsNYC. What’s more, Kellogg’s brings the experience to those who were unable to join the party. They’ve made their recipes (such as the “stately scones," and how-to videos available on the Kellogg’s website, and are also encouraging fans to document and share their own Royal Wedding celebrations using the same hashtag above.
Offer Royal Wedding Discounts
The buzz that surrounds the Royal Wedding is huge, and once the big day has come and gone, people still want to celebrate. Brands can join in and use the opportunity for some clever, celebratory marketing as well. Some brands already capitalized on this during the engagement in December - the fashion brand Madeleine offered free postage and packaging (shipping and handling) for 24 hours in honor of the Royal Engagement. They went a step further and made “ROYAL” the discount code, solidifying their celebratory generosity.
Put a Royal Wedding Spin on Products
Between the dresses, the flowers, the cake, the shoes, the hats, the ring, and, of course, the tiara (!), there are so many items that can be given the Royal Wedding treatment. Argos, the high street retailer, has released an affordable (~$18) version of Markle’s stunning - and expensive - engagement ring. This limited edition ring, aptly named the Meghan Sparkle, is intended to capture the hearts of romantics and Royal Wedding fans everywhere and even comes with the date of the Royal Wedding stamped inside.
Joining in on beloved occasions and trending celebrations is a fun and fascinating way brands can reach and engage a wider audience. If a brand is willing to engage in innovative marketing strategies around the Royal Wedding (or any big event), they are well poised to not only capture the imagination of fans but also turn them into loyal customers.
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