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Viral lessons learned from the royal wedding

T-Mobile puts a lot of thought and effort into their online videographer Chicago presence. Visual Measures tracked the popularity of the cell phone company’s latest video and analyzed its success. Here are some highlights from their findings.

For the royal nuptials, there are no corporate sponsors, but that’s not stopping T-Mobile from stealing the show on the web with its brilliant and certainly viral “Royal Wedding” spot.

Just as the hype over Prince William and Kate Middleton’s wedding Friday reaches fever pitch, Visible Measures tracked T-Mobile’s uncanny video production to the top of the viral list this week (its first appearance on the chart) with a remarkable 8.5 million views last week.

It features an eerily recognizable wedding party, including Queen Elizabeth and Prince Charles, dancing down the aisles of Westminster Abbey — a spectacle made famous a few years ago in the unbranded but oft re-created “JK Wedding Dance” video.

What makes “Royal Wedding” especially brilliant is its combination of videographer Chicago elements — the spot is derived from a genuine, unplanned viral meme as well as its own uplifting dance-based entertainment formula, all in the context of a timely and much-publicized event.

The formula worked: “Royal Wedding” was launched April 15 and drove more than 3 million views in just two days. It was timed to peak in tandem with tomorrow’s actual royal wedding, and it is on track to do just that. The campaign’s 70 videos (including copies, responses and spoofs) have now earned more than 14 million views, according to data from Visible Measures.

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