Slim-Fast is sponsoring the royal wedding… hashtag on Twitter
#royalwedding: promoted by Slim-Fast
I was intrigued this morning not to see that the ‘royal wedding’ is trending on Twitter, but that it was today’s promoted tweet.
Surely, I thought, the royal family hasn’t taken to Twitter in a bid to shore up support for the monarchy – and of course, they haven’t. But Slim-Fast has, in a bid to make itself the diet of choice for brides-to-be.
Disclosure: I’m not only a republican, but I’m a bitter old spinster who has no idea what it’s like to plan a wedding or have a special day of my own.
So what looks to me like really crass, embarrassing marketing – sponsoring the #royalwedding hashtag and then tweeting “The #royalwedding will be one-of-a-kind, but everyone deserves to look and feel their best as they walk down the aisle” – might, in fact, be doing great things for Slim-Fast.
Perhaps the campaign has been incredibly well researched and is resonating perfectly with the Slim-Fast target market and the brand’s 934 (at the time of writing) Twitter followers.
It seems to me that squatting the royal wedding hashtag is probably going to offend the people who are fans of the royal family, but at the same time put people off who’d rather not hear anything about it.
Although, to be fair on Slim-Fast, a number of tweeters have answered Slim-Fast’s question about who they’d like to design their wedding gown (although to be fair on me, one of the answers someone tweeted is Def Leppard singer Joe Elliot).
So, clever thinking or a waste of money – what do you think?
All Comments
New ad formats like Promoted Tweets are always a bit risky, but is this really any more offensive than the Google Ads that are trying to sell me Royal Wedding gold coins under this article? Both ads are poorly targeted and likely to offend some people, but that doesn’t make them universally bad.
Let’s face it, everything you see around you is the result of a business. You have been sold to, or you have paid to watch watch everything in front of your eyes. Unless you stare at the sky all day.
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