This morning royal wedding watchers at Dallas’ Hotel St. Germain awakened to a breakfast in bed and the opportunity to watch the Royal Wedding unfold before their eyes. It is probably one of the more clever marketing tie-ins I’ve seen. Even Dunkin’ Donuts tried to capture some of the royal buzz with a heart-shaped donut that frankly, was nothing new or unique in my opinion. It was simply the repurposing of their heart shaped Valentine donut which they roll out every year. So, as an entrepreneur or a major brand, does it really pay off to tie into these major events when they happen? When the next iconic event rolls around … should you or shouldn’t you?
I think you have to look at your brand and see if it makes sense. In the case of the Royal Wedding, skin care, fashion, makeup, hotels, collectibles, and any brand that can deliver a legitimate “royal” treatment are likely candidates for a meaningful tie-in that give the public an opportunity to participate in this iconic moment in a way of their choosing. For the Renee Rouleau Skin Care brand her Royal Treatment Facial makes complete sense. Moreover, it was able to secure her publicity in the Huffington Post, on the Dallas ABC affiliate and in today’s USA Today and likely will help her reach a larger audience and drive product sales.
Many will be watching as Kate gracefully steps onto the world stage. No doubt marketers will watching her every move. What’s your next move?