Marketing, Gangnam style

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Marketing, Gangnam style

Yesterday, the Korean Grand Prix sets us all an example. Why? Did you see the Michael Jackson dressed character waving the chequered flag? That was Psy – the overnight rap sensation that has received 454 million (yes, that’s right) global views of his hit “Gangnam Style” on YouTube in the last 10 weeks for his song and whacky style of dancing. He even has an App on the iTunes store. British bookmakers William Hill even offered odds of 5-1 that the winning driver would do the dance on the podium. Gangnam is the upmarket neighborhood of Seoul where the video was shot, with Psy performing his idiosyncratic dance in which he pretends to ride an invisible horse in front of various locations.

Giving him the role of the chequered flag was absolutely inspired, and one that must have been taken just weeks ago, given his meteoric rise to fame. Before this he was a nobody. How many of us would have had the conviction (and guts) to change our best laid plans for such a major event at the eleventh hour to make room for a social media phenomenon like Psy. I absolutely applaud the F1 organisers – this stroke of genius has connected the world to Korea, and tapped into a huge, lucrative, important youth market that reinforce’s the race’s future and credibility with the next generation of fans. That’s marketing and the fast pace of change for you!

Dan Innes, Managing Director

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