Marketing Gangnam Style

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”

- Google

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