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Why T-Mobile’s Royal Wedding Video Went Super Nova

by Lori Taylor · 0 comments

It’s a slam alert!!!! Ding, ding, ding, ding..

I’m not worthy.

Genius.

Brilliant.

I take off my hat(s) to send a high five to T-Mobile and I hope you do!

Unless you’ve been living under a rock, you’d know that T-Mobile has been on viral video FIRE.  Since joining You Tube in mid 2009, their channel has exploded with over 5,000,000 views and uploaded videos that have been viewed almost 70,000,000 times.

Just recently the latest and greatest video from T-Mobile came out this month with “The Wedding”, a spoof of the Royal Wedding and new hot couple over the giant pond. If you haven’t seen it yet, you can watch it here…

T-Mobile played to their crowd by creating a movie like trailer announcing simply “something was coming” getting the buzz started a week or so before the video even came out. (Which probably explains how they got over 16 million views since posting the video on April 15th!)

But that’s not even the best part.

The best part is T-Mobile has over 22,000 subscribers – people who WANT to see their content. This is a huge number for a brand. Brands get the views, but few ever rarely get the tribal love. (Compared to Old Spice’s 26 million+ channel views and 206 million+ upload views it’s nothing – but for the UK audience, they own the title of the 2nd largest subscriber list to date.)

WHAT MAKES T-MOBILE DIFFERENT TO ME THAN MOST BRANDS?

Because T-Mobile GETS “it”.

For example, did they name their channel T-Mobile?

NO. Who wants to “subscribe” to T-Mobile? No one.  It would make me feel like I was going to get billed.  But ask me to subscribe to “lifesforsharing” and that would feel more “organic” to me.

Does their channel look like T-Mobile?

N0.

Do you know it’s T-Mobile?

Yes.

In fact, on some level the lack of branding makes you actually wonder about it  and you make a highlighted mental note as you don’t want to forget this channel because their videos rock.

So why are these videos so popular?

Because they are real with real people, real reactions and real FUN. (Even the “actors and actresses” are having a blast because they have no idea how the “other” people are going to react!)

Usually the most popular videos on You Tube are random, even though some are a bit contrived with “stunts” done by people trying to appear “organic”. But for the most part watching something unfold organically is part of the thrill of You Tube.  Stuff happens, and people love seeing it caught on camera.

The key for the bottom line is these videos aren’t just vanity, they are sanity by being relevant to the T-Mobile brand.

Any brand in the phone space at some level is related to connecting to your friends, family, business contacts – you name it.  It’s about collaboration, trust and dependability. People love seeing other people come together (Almost as much as much as a train wreck, too!)

Check out this T-Mobile video of the singer Pink, who comes out of nowhere for one of T-Mobile’s “group sings”. The crowd ignites with excitement at her appearance, and then what comes out?

The camera phones! hmmmm….thousands of people videoing the video they are participating in!  Does it get any better than that?

 

You can’t help but smile and laugh at the reactions of every day people being shocked by these live random events T-Mobile coordinates. As a viewer, you’re feeling good, laughing and enjoying the silliness of a moment with a few thousand strangers and then the magic happens…because what do see this passion crowd start to do?

Film this unexpected magical moment with their PHONES.

How do you think that makes you feel about your phone at some level, by osmosis if nothing else?

FANTASTIC!

And in my book?

Well – that’s the holy grail of making your marketing minutes and dollars matter – that’s some nice Social Caffeine right there my friends!

Nice job T-Mobile!

GRAND SLAM thank you ma’am.

 

Lori Taylor

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