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 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

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

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

what we achieved 7

In excess of 500 pieces of coverage and counting

8what we achieved

9what we achieved

10what we achieved

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

pre-event

press materialsmedia relations

signing louie spencePA pictures

East 17dress

update releaseongoing media

relations

launch

MMNRlaunch release

content distributionmedia relations

on the day

attending shootpress shots

media contentb-roll developmenttalent managementmedia management

momentum

the plan

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

141. media most likely to share

1,175,708 views

1,115 likes, 42 dislikes

481 comments

15

260,387 views

588 likes, 26 dislikes

198 comments

343,682 views

675 likes

230 comments

1. media most likely to share

162. ambassadors for a different audience

173. the picture that people will share

184. take control of your own content

195. the campaign narrative

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.

East 171. 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

THANK YOU

Chris HidesM&C Saatchi PR@chides