Interestingly, the first post to pop up in a search for #royalbaby on Twitter is a promoted tweet from Warner Bros Pictures advertising its upcoming feature film, We're the Millers, which features a fake family paid to smuggle two metric tons of weed from Mexico to Colorado.  None of this screams royal baby to me - so where's the connection?

Social media and consumer culture have become intimately intertwined. Marketers understand that engagement through social media is necessary, and increasingly, they join conversations that consumers are already having rather than trying to start a conversation of their own.  But its a tricky line to walk.  As AdAge pointed out today, some marketers' responses to the baby blitz seemed a bit of a stretch (we're looking at you Chobani) and some were downright uncomfortable (Charmin made a royal "porcelain throne").  The crux of the issue lies in relevance.  Sure it makes sense for companies like Play-Doh and Pampers to congratulate the new royal parents because these companies sell baby related goods.  When companies that are not so obviously connected try to reach for ties that bind, it seems inauthentic.  Hostess, for instance, congratulated the royal family by tweeting a picture of a man holding a giant Twinkie baby.  While I realize that Hostess was attempting to draw a connection between the royal baby and the rebirth of the Twinkie -- overall, it's weak.  Any company could swaddle its product in a baby blanket and call it a day.  Craftsman screwdriver, swaddle it.  Vitamin water, swaddle it. iPhone, swaddle it.  Honda Accord, we'll need a bigger blanket, but swaddle it.

Marketers need to think strategically about the authenticity of their messages when connecting with consumers through real-time conversations.  This is not something to be taken lightly.  Jumping on the "brandwagon" should involve well executed creative strategy.

Last but not least, the marketers who I believe are benefiting the most from the royal baby news are entertainment brands.  Consumers quickly and organically have drawn connections between entertainment brands and the royal baby news.  Most notably, The Lion King seems to have become culturally intertwined with having a baby.  It could just be that consumers who grew up watching The Lion King are now the most active online social media users.  Regardless, I think it is interesting that the image of Rafiki presenting Simba to the Pride Lands has become a symbol of parenting and birth.

Case in point:

For those of you wanting to see our newborn son. He will be held up outside by Charles, as Simba was in the Lion king. #royalbaby

— Kate Middleton (@PrincessKate_UK)

July 22, 2013

Other media brands that have become a part of the royal baby conversation among consumers include: 

Harry Potter

Dear William & Kate: If William is 100% royal and Princess Kate is 0% royal, will that make your son a half-blood prince? #RoyalBaby

— Professor Snape (@_Snape_)

July 22, 2013

Doctor Who

Which doctor is delivering the Royal Baby? Matt Smith or David Tennant?

— Comedy Central (@ComedyCentral)

July 22, 2013

Game of Thrones

In a boldly hilarious decision, the royal baby boy king is named Joffrey. World struggles with emotional paradox #RoyalBaby #GameOfThrones

— Peter Greathouse (@PeteGreathouse)

July 23, 2013

Consumers connected the royal baby news with these media brands in an organic way.  Companies should strive for that same sense of authenticity.  In other words, don't try so hard, marketers.  After all, sometimes your 15 minutes of pop culture fame comes when you are least expecting it -- right, Poland Springs?  The key is to be yourself and take action when the time is right.  

At least that's what my mom always told me.

Here's a round-up of brands responding to the #royalbaby news:

Domino's

Disneyland

Coca-Cola

Delta

Charmin

Magnum Ice Cream

Four Seasons Hotels

Crystal Light Canada

Nintendo

Oreo

Play-Doh

Hostess

Diet Coke

Chobani

Pampers

RegusUSA