When dealing with a wedding of such high prestige, who would have thought the engagement announcement of Prince William and Kate Middleton would have taken place over Twitter?
The news broke via a 132-character tweet from the Clarence House: “The Prince of Wales is delighted to announce the engagement of Prince William to Miss Catherine Middleton.” The sheer informality of the announcement makes this an interesting PR conversation.
Within minutes of the royal tweet, press releases exploded in the global media. Many of them discussed the standard wedding information: date, dress, venue etc. But unsurprisingly, this was also used as a PR opportunity for businesses in many industries.
Since the last royal wedding was way back in 1981, this royal escapade created the first ever social media #RoyalWedding frenzy. Not only did this put a spotlight on Britain and the Royal Family as a whole, it also sprinkled love and romance throughout the media – oh and it opened up the door to using the royal wedding for shameless publicity purposes. Its clear these businesses wanted a piece of the metaphorical royal wedding cake too.
Following the announcement, the No. Ten Manchester Street Hotel in London offered engaged couples named William and Kate chilled champagne and hot tea. T-Mobile released a video which featured their version of the royal wedding. This included royal look-a-likes dancing around and tons of brownie points (and probably new customers) for the timely ad. To top it all off, the food industry got involved and things got weird. Dunkin’ Donuts specially baked jelly-filled royal wedding donuts which paired nicely with Papa John’s royal pizza – an image of William and Kate recreated with pizza toppings.
Throughout the duration of the engagement, businesses world-wide took the opportunity to promote themselves through this ultra popular event. With the help of these bandwagon-ers, the royal wedding of Prince William and Miss Catherine became one of the hugest public relations magnets in royal history.
With the #RoyalWedding almost three years behind us now, you would think social media would stop talking about it. However, there seems to be a consistent flow of conversation even to this day. People have taken the hashtag to another level. The royal wedding is no longer about Kate and William. It is a culture and following that has been created from just one single event.
Lets take a quick look at the existing #RoyalWedding Twitter traffic.
1. A legend was born.
Saying 2011 was KNOWN for the royal wedding is quite the statement. If that is how this Twitter user felt about the royal affair, we know the public relations must have been top-notch. Even if it wasn’t a personal high – its a good example of the continuing #RoyalWedding references that exist in the Twitter world.
2. Young girls are still obsessed.
As you can read in my previous article Lets Get Down to Business: #TheRoyalWedding many businesses found it personally beneficial to get involved with the royal wedding hype. Some genius produced a line of royal coffee mugs and sold it to this Twitter user. Now, she is drinking out of the William and Kate mug and nostalgically uploading a picture via Instagram just to show her love for the #RoyalWedding. That coffee mug idea was a given – props to the person who implemented that.
3. We got the numbers to back it up.
This tweet is a true testament of the extreme measures taken during the live coverage of the royal wedding. Not only were there tons of people tweeting, but these people were probably blowing up their Twitter news feeds with obnoxious commentary about the event. The ability to create an obsession so widespread is thanks to some serious promoting skills.
4. This viral picture is still circulating.
Lastly, this may be the most viewed photo related to the #RoyalWedding. It is not only extremely accurate, but also highly entertaining.
Although these tweets may be somewhat surface level, my main point is this: press releases, interviews and promotion are the key elements in what made this event go viral. It is extremely interesting to look at something expand and sky-rocket into the media and know where it all came from. Although we can’t thank public relations for all of the perpetuating attention the #RoyalWedding has received, we do know PR is where it all began.
Season after season fans of ABC’s, The Bachelor, fans watch as “relationships” bloom and cat fights brew. The drama is never dull and that one lucky guy gets to make out with at least 20 girls a season. After everyone is eliminated the bachelor proposes to the last woman standing. Then there is this mysterious period of time when the press tries to figure out why the marriage ended so soon – hint: because the couple met through a television show that was created to unite messed up people. Thank god public relations sweeps the drama under the rug and continually makes The Bachelor a nation-wide obsession.
3 Bachelor wedding fails that don’t matter:
Alex Michel and Amanda Marsh broke up almost one year after the season ended. This is proof that The Bachelor has been dysfunctional from the beginning. After the finale, everyone forgot about Alex and Amanda and moved onto the second season. Now, the only article that comes up in a Google search shows an attractive picture of the two and a couple sentences about their continuing friendship. Nothing but great PR for season one.
Jesse Palmer and Jessica Bowlin broke up just ONE month after the finale. It is hard to believe that a relationship could last longer on television than in private – but The Bachelor makes that a reality. This season is even harder to relive via the internet. The first hit is a Wikipedia page about the season – as it should be. If you don’t have a Wikipedia page it means you’ve officially been kicked out of the public eye. Everything else is boring and NOT scandalous. Looks like public relations cleared the chaos and left no trail for Jesse and Jessica.
The bachelor, Brad Womack, ended up not choosing anyone to be his bride. He should have just faked it like all the other contestants. It would have created less of a ripple. In this case, Brad got a moment of fame for his bold decision. ABC released an article in 2010 with an in-depth interview about why Brad decided not to get hitched. He also referred to The Bachelor as a fairytale. What? Good thing ABC wrote that article because I don’t know who else would EVER refer to The Bachelor in such a good light.
Overall, there have been five successful relationships out of the 24 seasons of The Bachelor and The Bachelorette. However, as you saw in my previous article, #The BachelorWedding, the press really only wants to talk about the success. Everything else is intentionally forgotten.
Avid followers of ABC’s show, #TheBachelor, are gearing up for the unthinkable: a Bachelor wedding. Since the day Sean Lowe and Catherine Giudici announced their wedding would be broadcasted live, fans all over the world have been FREAKING OUT. With the quick approach of the wedding, girls between the ages of 13 and 30 are predicting the trials and tribulations of the upcoming episode. Wedding cake rumors? Awkward relatives? Dramatic vows? The world wants to know what Sean and Catherine’s ultimate episode will provide. At a time like this, what else is there to do other than turn to social media? At least we can find out what ABC wants us to know about Sean and Catherine’s wedding. The beauty of public relations.
3 most anticipated moments in Sean and Catherine’s wedding according to Twitter:
1. Will there be tears?
This particular tweet engages it’s audience with purpose. Rumors that Sean will cry on live television are just what a single 20-something-year-old girl is looking for. If Sean cries, so will America. Chances are, he won’t. But lets speculate that he will to make sure everyone is watching.
#PRwin for: ABC & Sean
2. What will the post-wedding consummation look like?
People love scandal – especially people who watch The Bachelor. This dangerous combination of dirty and wholesome draws viewers in and keeps them watching. I’m sure we will never see Catherine in the lingerie – which is fine with me. But not giving the fans an idea of what she will wear is definitely not fair. Plus, it makes this whole ‘live wedding’ thing seem more dramatic.
#PRwin for: ABC
3. Is self-proclaimed virginity a legit thing?
The modern-day myth that suggests brides are virgins could be true about Catherine Giudici. Is she a virgin? Or does ABC want viewers to think she is. Either way, average Twitter users are talking about Sean and Catherine’s sex life – and its kind of gross. Fortunately, this conversation makes ABC look down-to-earth and morally sound. Promoting virginity is definitely a crowd-pleaser.
#PRwin for: ABC & Catherine
By strategically utilizing Twitter, ABC demonstrated great PR by stimulating social media conversation about the event. This lured in viewers and increased the amount of publicity by encouraging average Twitter users to hashtag and tweet about the wedding. Tune in this Sunday to find out what actually will go down at #TheBachelorWedding.
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