Viral Marketing Gangnam Style Analysis

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  • Topic: Viral marketing, YouTube, Viral video
  • Pages : 16 (5221 words )
  • Download(s) : 421
  • Published : April 25, 2013
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RHEINISCHE FACHHOCHSCHULE KÖLN
University of Applied Sciences

Department: Business and Law
Degree Program: B.A. – Media Management

Term Paper – Business English

Thesis: „Viral Video are predicted to be successful“

Question: Did “Gangnam Style” go viral on the Internet because of seeding support by celebrities from the U.S.A.? Term Paper submitted by: Alexander Braun Student-Nr. BMW1112013 Sülzburgstraße 257 50937 Cologne/ Germany Tel.: 0160 – 37 85 293 E-Mail: alexander_braun@gmx.net

Supervisor: Winter Semester 2012/13

Jan Kleinert

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List of Abbreviations
Etc. – Etcetera Cf. – Conferatur N.a. – Not applicable

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List of Figures
Figure 1: Seeding Forms, own illustration inspired by Langner, S., S. 73, Virales Marketing, 2., aktualisierte und erweiterte Auflage, Wiesbaden 2007 Figure 2: Groth of Gangnam Style views, n.a., in: http://static5.businessinsider.com/image/5069a8ebecad04fd32000018-1200900/gangnam-style-psy-youtube-chart.jpg

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Contents I. II. Cover List of Abbreviations

III. List of Figures IV. Contents 1. Target of Term Paper..................................................... 1 2. Introduction..................................................................... 1 3. Basics of Viral Communication..................................... 2 3.1 Definition................................................................................. 2 3.2 Basic Types of Viral Campaigns............................................. 2 3.3 Targets of Viral Communication............................................. 3 4. Key Elements of successful Viral Communication...... 4 4.1 Viral Content........................................................................... 4 4.2 The Framework....................................................................... 5 4.3 Recommendation Incentive……….…………...…………… 6 4.4 Target Group Specific Seeding………….…….....………… 6

5. Analysis “Gangnam Style”............................................ 9 5.1 The artist “PSY”…...........………………………………...… 7 5.2 The Viral Content.................................................................... 7 5.3 The Framework....................................................................... 8 5.4 Recommendation Incentive………………...……………….. 9 5.5 Target Group Specific Seeding……………………………... 9

6. Conclusion……………................................................ 11 V. List of References VI. Declaration of originality VII. Curriculum Vitae

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1. Target of Term Paper
The thesis of this term paper is “Viral Videos are predicted to be successful”. The target of this term paper will make the reader familiar with the basics of viral marketing on the first hand. Further more this paper will explain and describe the key elements of a successful viral marketing campaign to introduce the analysis of the viral video “Gangnam Style” by the artist “PSY” from South Korea. This analysis will concentrate on the strategic Extended Seeding strategy throughout celebrities and other opinion leader on TV and music media. During this work the paper will answer the following questions: • • What characteristics made “Gangnam Style” successful? Did “Gangnam Style” go viral on the Internet because of seeding support by celebrities from the U.S.A.?

2. Introduction
When Internet access was expanded a new form of using the web was introduced. This new form of utilization was called “Web 2.0”. It defines the form of using the Internet not only unilaterally by the user who receives information by companies and officials but using the Internet in a society with other people who share their knowledge or experiences. Web 2.0 introduces a very successful and free form of watching, uploading and sharing videos on the Internet. On of the most popular video-sharing websites is “YouTube” which offered by “Google Inc.”. “Google Inc.” is an international incorporation that offers Internet related Services. With Web 2.0 and...
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