Assignment Help Australia HC2112_ Service Marketing and Relationship Marketi

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HC2112:
SERVICE MARKETING AND
RELATIONSHIP MARKETING -
MARKETING REPORT
ASSESSMENT
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South Korea rapper and musician Psy (real name Park
Jae-Sang) burst onto the world stage in 2012 with his smash hit music video ‘Gangnam
Style”. It was such
a global phenomenon that in four short months since its launch in July 2012, it
became the most-watched YouTube video of all time. It currently retains
this title with over 1.6 billion views and counting.
1.
Analyse the “Gangnam style” case using the 5 Ws (Who, What, How,
Where, When) model in the integrated marketing communications
planning process.
2.
Watch the “Gangnam style” video. Explain how the communications
content adds value to consumers of Psy’s music. What impact does
content have on the video’s success?
An analysis of “Gangnam Style” and Psy’s rise to fame shows
that it is no accident. While the most visible aspect of Psy’s
marketing communications of his music and brand is on
Youtube, it is through the planning and implementation of
an Marketing Assignment Help integrated communications
strategy that such explosive exposure was achieved.
Long before launching the “Gangnam style” video, Psy’s record
label YG Entertainment had been building up the foundation for
maximum reach across a number of channels. Their line-up of
artists had accounts across multiple social media platforms with
millions of subscribers (YouTube), followers (Twitter) and fans
(Facebook).
Entertainment also spend time setting up partnerships with
other influential players in the music industry such as
Will.i.am and websites such as AllKpop.com. These
preparations beforehand ensured that any outgoing
communications would gain high-volume views and reach
from day one.
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