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I am a digitally-minded strategist at HyperNaked, (the coming together of Hyper Happen and Naked). In this presentation I share my thoughts on my latest pursuit: 'Gangnam Style' Marketing.
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Marketing „Gangnam Style‟ Presentation for She Says (Hey, sexy ladies…)@diginic NicolaDavies.me
From K-pop star to global phenomenon
1.5 Billion views on YouTube
27Number of
countries no 1
£5Million in ad
revenue
Sources: Google, Official Charts
Voted most disruptive innovation 2012
3 Lessons in disruption from Psy…
#1 The Underdog Effect
“He looks like a bank manager, sounds like a failed Eurovision contestant, and has the dance moves of a CBeebies presenter.”
– The Times
Underdog characters
Underdog reality stars
Underdog politicians
Underdogs stories capture hearts and minds
“Underdog stories are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak.”
- European Business Review
Underdogs seek justice in the world
Ben and Jerry‟s support gay marriage
Underdogs are people like us
Dove fight for real beauty
Underdogs scrap with the big guys
Underdogs don‟t try to please everyone
I don‟t know the key to success. But the key to failure is trying to please everyone. – Bill Cosby
#2 Born to spawn (mass participation)
Psy waived all copyrights
The web has created a more participatory consumer
The 1% rule is dead
Participatory culture has disrupted society
The challenge: avoid creating „digital landfill‟
Design your own Cadbury Dairy Milk
„Share a Coke‟ replaces branding with names
Radiohead „pay what you want‟ pricing
Ollo – A logo to play withLondon 2012 – Invitation to take part
Born to spawn branding
#3 Experiment to innovate
“I tried an elephant, monkey and kangaroo before the
horse dance”. - Psy
“Disrupt yourself before someone else does it you”
Family Wellbeing Index powered by Actimel
THE FWI (a new way of measuring family wellbeing) launched in BETA in order to refine and optimize the index in real time, before taking it to the masses
#2 Born to spawn (mass participation)
#1 Underdog branding
#3 Experiment to innovate
Thank you…@Diginic
NicolaDavies.me