Gangnam Style: More than just a snappy jingle
When I first came across PSY’s Gangnam Style vide on YouTube, I thought it was cute and funny. However, I was not one of them that thought, “Here is the number one viral video of all time!” 600,000,000+ views later….what do I know?
It seems though that much planning went into the push and eventual success of this online campaign. The Drum, an online European-based marketing and media magazine, recently published a case study on Gangnam Style.
Here are some of their findings:
- the video formed part of a wider business goal to push into the US and UK music industry
- company also invested in organically growing an engaged audience, so that when the right song came along, they had a large platform on which to seed the campaign to ensure maximum exposure and a surefire online hit
- The video for Gangnam Style used a mix of high profile and topical characters such as a dancing boy from popular show South Korea has Talent, alongside two well-known South Korean entertainers/comedians
Content, we believe, is very important. And there is no doubt that the catchy tune and eye-popping video stand on its own merit. Yet, like most successful campaigns, proper planning and execution is important.
We’d love to hear your thoughts. What do you think has made Psy’s Gangnam Style the success that it still is today?
Picture courtesy of http://style.mtv.com/2012/08/30/psy-gangnam-style-music-video/