From South Korea to Dancing With the Stars, Psy’s “Gangnam Style” has made kids and their grandparents get up and dance without even knowing about the affluent neighborhood its named after and poking fun at.
But, as we’ve seen in the entertainment industry per Isaac Newton, what goes up must come down. Marketers are on the edge of their seats, waiting to see if this YouTube sensation that hit 850 million views on Saturday, surpassing Bieber’s record for the highest video views, will be a one-hit-wonder or only the beginning of a whole new style of performing.
Whatever the case, what we do know based on a research report by 10 Yetis, which covered the viral marketing campaign for “Gangnam Style,” shows that it is now in the declining stage that requires an “exit strategy” in order to keep people “wanting more.”
So, what say you?
Do you think Psy’s marketing team (which was rumored to have been responsible for the video’s virality in the first place) should change up its social media mix, emphasizing channels not video-based to re-engage the audience? Or, do you think their best bet is to stick with what made Psy originally successful?