• by April 29, 2011

Havas creative agency Euro RSCG Worldwide is set to conclude what it called a three-day Royal Wedding Tweetup on Saturday. The agency -- whose recently launched Euro RSCG Social unit boasts clients Evian, IBM and Volvo -- said agency experts in social media, consumer insights and trend-spotting would tweet about the event and its implications. Comments were also welcome from any other tweeters using the hashtag #EuroTwedding.

Euro RSCG Worldwide also launched a Royal Wedding microsite featuring the live tweet stream.

In a statement, David Jones, global CEO of Havas and Euro RSCG Worldwide, called the marriage of Prince William and Kate Middleton "the world's first global social media wedding. ... As a pioneer in digital and social, we wanted to engage in what is a great example of social media's ability to make exclusive events totally inclusive."

Of course, those not among the 1,500 in-person wedding attendees could also join in the festivities via TV -- or Web video streaming.

Akamai told Mashable that its "concurrent live streams [over several large news sites] surpassed the 1.6M peak set by the World Cup in June of 2010."  Mashable also reported that Livestream's Web video - in partnership with AP, CBS, "Entertainment Tonight" and the UK Press Association -- reached 300,000 concurrent viewers at its peak, 6 a.m. ET.

Six hours later, based on a MediaPost search at Topsy.com, Euro RSCG's royal wedding hashtag had been used in 235 tweets over the preceding 24 hours.

The generic hashtag #RoyalWedding had been used in 333,000 tweets. That hashtag had been "purchased" by Unilever's Magnum Ice Cream -- a brand just introduced nationwide in the U.S. -- under Twitter's recently launched Sponsored Tweets program. As a result, the hashtag's top tweet all day rotated among Magnum messages, including: "Dream of a #royalwedding life of luxury & your own prince charming? Experience a taste of it w/Magnum Pleasure Hunt" -- followed by a link to a Facebook page featuring the brand's new online film series directed by designer Karl Lagerfeld and starring Rachel Bilson.