9th May 2016

A Royal Mic Drop – Brand Image and the Invictus Games

This week marks the start of the Invictus Games, an international sporting event for ill, wounded, and injured armed forces personnel.

The Games, which are the brainchild of Prince Harry, use the power of sport as a form of rehabilitation and recovery for service men and women, both active and retired. The strength and determination of competitors shows true grit, and captures the hearts of many across the world.

While events like this are respected enough to automatically warrant global attention, a little bit of promo can’t hurt.

As a nation, we all have a soft spot for the Royal Family, and we’re especially fond of anything they do that’s some version of ‘normal’. So a video in which the Queen is sat on the sofa in front of the fire with her beloved grandson Prince Harry is bound to cause a stir. Mix in a text from F.L.O.T.U.S Michelle Obama and an appearance from Barack, it’s a recipe for comedy gold.

This isn’t the first time the Queen has shown us her funny side. Back in 2012, Her Majesty took the role of James Bond’s sidekick to launch the London Olympics – leaving her Corgis and royal duties at the palace to jump out of a plane.

Okay, she didn’t actually jump out of plane, but no one can deny she has a real passion to get involved and show her support for the causes that mean the most to our country.

There are obvious benefits to using high profile and royal figures in the promotion of events like the Invictus Games, from bringing in a wider audience to strengthening the calibre of the event itself. In the run up to the Queen’s 90th birthday, this latest stunt does wonders for the royal institution’s image. It’s a near perfect combination of historical significance and the power of new age media.

Of course there’s more to this than looking good. These spoof videos serve as a reminder that the Queen, Prince Harry and the Obama’s are, on some level, regular people just like you or I. They thrive on competition and they show their support for causes that matter.

The question to ask now is – how will they top it next year?

By Danielle Griffiths, B2B Account Executive