Written by Lauren Heckinger • Published 26th July 2013
Unless you’ve been living under a rock for the past nine months, there’s no doubt you’ve witnessed the wide sweeping hysteria the royal baby has caused. Across the country, and even across the world, brands and fans have been jumping on the baby bandwagon. PHA is no exception – if you haven’t noticed, we’ve definitely got the #royalbaby fever!
The birth of HRH Prince George on Tuesday brought everything to a climatic peak, setting the social media world into a frenzy. Newsfeeds everywhere lit up as everyone added in their two cents, whether it be quick congratulations, an announcement that they’ve won the office due date sweepstake at work or some ridiculous tenuous link to tie in whatever brand they are looking to promote. Twitter saw over two million mentions of #royalbaby, obviously with the minutes after the announcement being the most popular – sparking around 235,000 tweets on the subject per minute.
The thing is, over the past few days, aside from a few facts, there hasn’t been much news at all. Anyone who tuned into the latest updates will no doubt have been cursing the 30-second news feed loops that went on and on for hours before we found out the sex, days before we learnt his name. The baby was born at 4.24 pm. He weighed 8lbs 6oz. That’s it. Thankfully PRs and social media experts quickly stepped in to fill the void and sell the stories, however tenuous they may be. Want a polka dot dress like Kate’s? Here’s the Daily Mail’s selection of lookalikes. Need cute baby boy clothes? Hello, have got some suggestions. No doubt most brands had been planning for months how to sell in their products and services while capitalizing in on the news. The Daily Mail news desk was inundated with over 22,000 pitches on Wednesday alone.
Some brands managed to keep their #royalbaby mentions in line with their marketing strategies. Coke, for example, did an excellent job…
And Oreo managed to get it right again on Twitter, earning them nearly 1k retweets (although we don’t condone serving milk and cookies to a newborn!)…
Then there were the brands that marked the occasion with some very questionable campaigns. Yes, I’m talking about you, PaddyPower. Their disturbing adult-sized babies took to the London streets promoting their betting services, such as placing bets on the baby’s hair colour – still, they received more than 2,000 bets.
We also saw a slew of blogs and pop-up parody accounts go viral overnight. Royally Desperate is a Tumblr account that collates some of the more desperate attempts at brands cashing in on #royalbaby advertising. Over on Twitter, @middletonchild has 9,722 followers!
What do you think of #royalbaby frenzy? Did any brands stand out and make you go WOW, or are you glad it’s over (for now anyways)?