It was put on YouTube about a year ago and has received over 7.5 million views. The interesting thing with viral ads is exactly that. People pass it along and view it because they want to. They are actively seeking out this viral, not always knowing that it is an ad and watch it for enjoyment and when it has music added, the companies and brands are reaping great benefits. Music is used for a lot of reasons in advertising, and especially in viral ads.
I was born in an era where technology developed and evolved at a tremendous pace. It grew exponentially every year. As a child, I used my grandpa's Sony 2-Band portable radio for hours on end, only to listen to a single song. Communicating with my cousin and best friend was difficult since we didn’t have cell phones nor did we attend school together so we sent each other letters. Now, I have an iPhone with 5,000 songs downloaded and I am now up to date with my best friends and cousin through Facebook, Twitter updates, and brief text messages.
The Merchants of Cool An undeniable paradox: “coolness” for teens coincides with the culture of media and is extremely difficult to separate. Frontline was able to open a window into the teenage world through their documentary The Merchants of Cool to attempt to decode this mystery; however, news correspondent, Douglas Rushkoff, found himself coming to the understanding that teenagers and media are chasing after each other in order to discover what “cool” really is. The popular culture formula and “Funhouse Mirror” images both grasp a hold of this concept. The pop culture formula states that something will be more popular if it reflects the society’s zeitgeist, or spirit of the era. In this film, for example, when MTV emerged onto the television scene it was popular.
Since March 5th the video produced by San Diego non-profit Invisible Children has been shared and viewed by more than 100million people worldwide. It has become so renowned so quickly because of the platforms it used to advertise itself. The KONY 2012 campaign is directed at youths, those that viewed the video felt connected to the invisible children. With the large amount of teenagers that have access to a smart phone the video circulated dramatically and within a few days it had 50million views on YouTube. However it gained this large amount of attraction due to the way it spread.
Explain how strategic management and the strategic management process are illustrated in this case. MTV used strategic management and strategic management process in many different ways according to this case study. They used Twitter hoping to move in on the digital media and during the VMA awards along with what was happening on TV to get more viewers and it worked. The ratings skyrocketed with over 2.3 million Tweets, 11.4 million viewers, and up 27 percent from the year before. MTV networks are also in 160 countries with a winning approach mixing universal youth sensibilities and local tastes so the company does not come across as a cultural imperialist.
The use of DV cameras has benefitted the film industry, the audience can create their own productions, and extend the brand of the film, where users can upload their own ‘films’ to the internet, on websites such as YouTube, due to the increased number of broadband connections in homes, promoting the films in doing so. However, a negative is that the use of DV cameras has also increased levels of piracy. With more people owning DV cameras, and the decreased size of the cameras due to technological advancements, cameras can be concealed upon entering a cinema, in order to record a film, to make it illegally available to others, through the use of DVD burning and the internet. The decreased quality encountered in pirate copies may make many viewers feel that the film itself was not exceptionally good, which may lead to viewers advising friends and family not to see the film, decreasing revenue for production companies. In 2009 alone, the movie Star Trek received more than 10 million illegal downloads through the Internet.
In addition, many celebrities became notorious users of this platform since its creation, which has also contributed to Twitter’s continued growth. With over 500 million daily tweets from 288 million monthly users, Twitter is the third most prominent social networking site around the world, only after Facebook and YouTube (Edomsowan, et. al 2011). Twitter’s worldwide popularity warrants a wide audience for businesses to engage with. However, what type of influence,
Facebook is a social networking service and website launched in February 2004. As of January 2011[update], Facebook has more than 600 million active users. Users may create a personal profile, add other users as friends, upload photos, and exchange messages. it is becoming more and more common for teenagers to become addicted to social networking, which often distracts them from schoolwork and the like. They put personal information on their Facebook profiles and add random people as friends.
It’s been acquired by Google in November 2006 for $1.6B. As of April 2008, hosting 83.4 million videos and 3.75 million user channels more than 100 million videos were being watched every day. YouTube creates many factors to satisfy its customer such as ease of use technology, FLV technology, ready-made website, social networking and video tags and search. There are characteristics of a good strategy which are focused, divergence and compelling tagline. The tagline for the HealthyLicious fast food restaurant is “Your health is our
The advertising drive of 2010 featured the hit slogan “The man your man could smell like” (OldSpice, 2010). This quickly generated buzz and reached more than forty million people on the web in a matter twenty-four hours, garnering more views than President Obama’s victory speech (Morrisey). The main demographic appeal was towards women consumers, playing off the logic that if men used Old Spice, they could smell like the actor in the commercial. Assuming the company did their homework, statistical data shows that women control more than seventy percent of all consumer spending, which makes them the most demographically appealing audience to aim toward (O’Donnell and Kennedy). Their campaign turned out to be a huge success making the money spent more than worthwhile.