Charity Save the Children has launched a campaign exclusively on Microsoft Advertising’s Royal Wedding hub.
The six-week campaign, called Born To Party, has launched on MSN’s page dedicated to Prince William and Kate Middleton’s wedding to capitalise on the high traffic levels anticipated for the site.
It includes banner ads linking through to a Save the Children campaign site, where visitors can upload pictures of themselves at parties they’ve thrown to celebrate the wedding.
Once more than 100,000 pictures have been gathered, they’ll be combined to create a giant mosaic of William and Kate. This will be available for purchase as a poster, and Microsoft Advertising will donate £1 to the charity for each one sold.
Those who register with the charity via the campaign site will receive a ‘party pack’, which includes a Pin the Tail on the Corgi game and balloons.
The companies worked with digital agency Agenda21 and creative agency Adam & Eve on the campaign.
The charity’s aim is to drive donations and mailing list sign-ups.
Microsoft expects the The Royal Wedding hub to attract some 16m views.
The Royal Wedding on 29 April coincides with the charity’s annual fundraising week. Throughout the week it will ask people to throw fundraising parties to support the charity.
Save the Children’s head of marketing communications Ceri Richards said, “We know people up and down the country are already planning street parties, so we’re encouraging them to raise money while they do so. We’re keen to get thousands of people requesting fundraising packs and we’re confident that MSN will be the most effective option in terms of reach and broad appeal.”
Funds raised will go towards its No Child Born To Die campaign.