BT paid owned and earned for the second biggest wedding of the year

I quite enjoyed the 1min 34 second BT advert at the weekend showing the wedding of Jane and Adam.  I especially admire the fact that BT have told a consistent story that more recently had the input of their fans along the way.  They have once again modernised the BT family communication to connect better with todays consumer. Whether you like the ads or not is somewhat irrelevant, I think BT have put themselves out there much more than usual and have been innovative in their approach to capture some emotion and engagement from UK consumers.  480k votes were cast over what dress she should wear, what car they would travel in and what song would be their first dance.  As far as I can see they seem to have done things in the right way and showed the finished ads and extra behind the scenes content to facebook fans first as a reward for their input and fans even got the chance to be extras at the wedding.  Last year 1.6 million people voted on Jane’s pregnancy, based on numbers alone the wedding doesn’t seem as quite as successful but it certainly grew the facebook following.
BT have successfully used a long standing owned content asset to generate conversation and positive sentiment from consumers as well as delivering impact through traditional paid media channels.  This integrated campaign is a good example for other advertisers to see how a story can be told simply across multiple channels which encourages sharing and contribution along the way.

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