M&C Saatchi PR, scooped the “Best use of online PR” gong at Friday’s Marketing Revolution Awards at Grosvenor House, London.
The agency, which was formed just two years ago, received the award for the results it delivered on the T-Mobile Wedding Dance campaign, a parody of the Royal family attending the wedding ceremony of Prince William and Kate Middleton as they walk up the aisle to East 17’s 90s hit, House of Love.
The video became a global internet sensation ahead of the Royal wedding last year, generating 20.5 million views on YouTube and over 270 pieces of coverage including TV features in five countries, as well as more than 250,000 tweets.
M&C Saatchi fought off stiff competition from Saint @RKCR/Y+R’s “Twitter Knitter” and The Rabbit Agency’s #myeurope bmibaby’s Instagram campaign.
The annual Revolution Awards, now in its 15th year, recognises brand campaigns that engage with consumers in new, exciting and innovative ways, while also meeting tightly defined business objectives.
Chris Hides, MD of M&C Saatchi PR comments: “This is a fantastic win for us and is recognition of the role that we played in taking an online advert and making it a truly global phenomenon. As the award title suggests, this was a digital campaign and our use of bloggers, twitter, digital news and Facebook all played their part - even Prince Harry and Justin Bieber posted the video on their Facebook pages.”