T-mobile shows how the use of social media around national events can engage consumers and prompt them to associate a brand with positive values. Consumers “love” the “hilarious” and “innovative” Royal Wedding Dance viral and say T-mobile have done a “great job”.
Following the negative reponse to the T-mobile social media strategy of comparing itself to rival brands on Facebook, T-mobile have produced a fun and popular Royal Wedding Dance viral that looks to take advantage of the approaching high profile national event. The video features a host of Royal look-a-likes and is a variation of the hugely popular JK Wedding Entrance Dance viral that has achieved over 60 million hits since it was uploaded in 2009. Released on Friday, T-mobile’s viral has already received over 4 million views, a number which is bound to increase as the Royal Wedding approaches. WaveMetrix analysed consumer buzz over the weekend to see whether the viral will be a successful social media strategy for T-mobile.
WaveMetrix social media monitoring shows that the Royal Wedding viral is successful at engaging consumers to discuss the viral itself and also the T-mobile brand. Using 100% human analysis WaveMetrix can ascertain that although not all discussion is positive in sentiment, consumers associate the viral and T-mobile with positive values such as “fun”, “exciting” and “innovative”.
Consumers discuss the Royal Wedding viral itself and the T-mobile brand; buzz is mainly positive in sentiment:
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- Many consumers “love” the “amazing” and “funny” Royal Wedding viral: Consumers say they “love” the “awesome” and “hilarious” viral. They say it “would be fun to get married like this” and praise the “great look-a-likes” who “resemble the real family members”. A few people pick out Prince Harry as their “favourite” dancer. However, others say that the video is “stupid”, “weird” and “embarrassing” and a “copy of the JK wedding video”
- Around one in ten consumers who comment mention T-mobile: As Wave explained recently for the 2012 Ford Focus viral, consumers tend to focus on the viral content itself rather than the brand producing it. However, there is a minority of T-mobile buzz in this case, although sentiment is mixed. While some say “great job” T-mobile and say they “always do great ads”, others complain that T-mobile are “copying others”
Consumers associate the T-Mobile Royal Wedding Dance video with “fun”, “exciting” and “innovative”:
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- The value consumers most associate with T-mobile and the Royal Wedding viral is “fun”: Over a third of consumers say the viral is “fun”, with “great” actors and dancers and they “would love their wedding to be like this”
- One in five say the video is “exciting”: They like the “awesome” video and “crazy” dancing
- A further one in five associate T-mobile and the Royal Wedding viral with “original” and “innovative”: They say it is a “great idea” and “creative” and say T-mobile “always do great ads”. However, some say the video is “a copy of other people’s ideas”
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