Major brands including Oreo, Coke, Nintendo and Starbucks have taken advantage of the birth of the royal baby on Twitter with a fresh batch of tactical ads. But locally, there's not been much in the way of fleet-footed creativity.
The international brands duly delivered, pushing out a number of carefully crafted images and pithy taglines being upload to Twitter. Others with royal-related ads included Magnum, Delta Airlines, British toilet paper brand Charmin and US retailer OXO.
The tactical ads are as follows, courtesy of Mashable.
In Australia, #royalbaby was this morning's top trend on Twitter. Internationally the firm estimated there were more than two million mentions of the birth since the Duchess went into labour at 7:37am yesterday, British Standard Time (BST). The peak in the conversation came in the minutes following the announcement of the birth, 8:37pm BST, with more than 25,300 Tweets per minute.
The local media has responded, with Seven cancelling The Morning Show to run an extended edition of Sunrise. Meanwhile, Ten will broadcast a one-off program called Will and Kate: A Royal Arrival at 6pm tonight.
The Daily Telegraph devoted its entire front page to the news with the tagline 'Heir At Last', while the Sydney Morning Herald featured a royal family tree captioned 'Game of thrones'. But the Murdoch-owned British tabloid, The Sun, went one further. For today only, the masthead is The Son...
So, will Australian brands start delivering their own tactical ads or is the genre dying out due to the time now taken for ideas to be approved, as recently outlined by McCann's John Mescall? The next 24 hours or so will tell.
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