Social Activations + PR Stunts

E! / Meet The Royals

Sure, The Kardashians – and their reality ilk – are TV crack. But man cannot survive on reality television alone. So E! decided to give viewers something new to keep up with: The Royals, an original scripted series about a fictional British Royal Family steeped in scandal.

So, how do you make people care about fictional royals they've never heard of? By making them feel like they're already part of the real world. Our leading Prince started looking for love on Tinder, some mysterious footage from Buckingham leaked on YouTube, and Christmas Day got a very different kind of Queen's Speech.

By the time the show premiered, audiences didn't just know about The Royals – they felt like they'd already been following their drama.