Case Study: Integrated Marketing Communication of Gangnam Style

This case study analyzes the integrated marketing communication (IMC) of Psy's "Gangnam Style" music video, examining its global success through the 5 Ws framework (Who, What, How, Where, When). The analysis reveals Psy's role as the source, the song's focus on universal themes of fun and dance, the use of YouTube as the primary distribution channel, the global audience targeted, and the strategic planning and networking undertaken by YG Entertainment prior to the video's release. The video's colorful visuals, humor, unique dance moves, memorable jingle, and emphasis on South Korean nightlife and exercise contributed to its popularity. The study also highlights the importance of positioning, branding, and collaborative efforts in the video's marketing strategy, drawing parallels to advertising techniques. The success of the video is attributed to a well-executed IMC strategy that leveraged online media, social media platforms, and strategic partnerships, resulting in a record-breaking number of views and global recognition, demonstrating the power of integrated communication in the music industry.

Analysis of Integrated Marketing Communication using 5 Ws.
The 5 Ws are sets of questions using which the aim of an organisation behind the
marketing communication of an individual can be identified. The 5 Ws are assimilation of
questions such as Who, What, How, Where and When that is used to find information regarding
a certain planning process that is focussed around marketing communications. The said Model
will be applied in evaluating the scope of the integrated marketing communication used while
pitching of the Psy’s Gangnam style music video. It was no doubt that the video was subject to
popularity on a global level and thus the scope of implementation of the same is being adjudged
from with the help of the said framework. The 5W framework has been provided in the
following section;
Who: The source of the video was developed by Psy, a South Korean rapper and pop icon. The
latter is one of the most popular figure in K-Pop or Korean Pop. It is genre that has taken the
world by storm and much of the credit of this goes to the Psy and the Gangnam style music
video. Thus, it can be said that the sources of the marketing communication goes to the
Protagonist of the song.
What: As someone of non-South Korea origin or no knowledge in the language Korean, it is not
feasible for everyone to interpret the meaning of the lyrics of the song. However, it could be
interpreted form the video that there was emphasis that was placed on having a good time,
dancing, singing and exercise. It was interpreted that music is medium through which everyone
can be united regardless of the language that they speak or the place where people live.
How: The medium through which the information regarding the video was transmitted to the
people was through online media. YouTube was the medium that it was released through. After

gaining popularity on YouTube, the video gained the exposure of traditional media, however,
You-Tube is the media platform that resulted in the success of the video.
Where: The integrated marketing message was pitched to the global audience. Even though the
music video was developed in Korean, the approach using which it was developed lead to the
global reach and success. Internet was the medium through which the message was
communicated in the global market. The fast nature of the latter was the reason behind the fast
popularity that it gained while available on YouTube and online sources.
When: Planning was incorporated way ahead of implementation of the plan regarding pitching
the video in the global market. The production house of the video developed networking with
various bodies before the release of the music video. It can be said that networking is one of the
most crucial activities that needs to be incorporated into the mechanism of a business in order for
the latter to gain success. Thus, the same was carried out by the company and ensured that the
plan would be subject to success.
Communication content of Gangnam style
From a first-hand viewer’s perspective, the video is colourful. Thus, the video has been
successful in gaining the attention of the viewers. Being a video that was released in 2012, the
video was released in High Definition. The video encompasses the use of humour. Humour is an
appeal that helps in communicating the information about the video thus, stating the tone of the
video. The colourful videos helps in attracting the interest of the consumers. The latter backed by
the fact that it had a great deal of humour instated into it, quickly makes the video likable.
Positioning is determines how relatable the video is and it also determines the degree to
which the video can be recalled by people. The unique dance gestures that was used by Psy in

the said video can be related by almost anyone who has had exposure to the same even once. The
latter added up with the fact that the song has a unique jingle helps people in recalling the songs.
The simple nature of the jingle coupled with dancing style has made the video highly
memorable. It can be related to marketing by comparing the same to development of creative
advertisements. In advertising, the jingle helps in positioning the advertisement in the minds of
the customer. This, is way through which the consumers community or the people who have
been exposed to the ads remember the product with which such a jingle was provided and hence,
the latter is a way in which the brand is recalled by the people exposed to the ads. Same is
applicable in the case of development of the Gangnam Style video.
Furthermore, it can be found in the video that there is a huge emphasis on the party-ing
which h communicates the popularity of the nightlife of South Korea to the world. Apart from
emphasis on the nightlife of South Korea, there have been various instances where exercising.
Hence, it is evident that there is considerable amount of emphasis on exercising. Hence, it is a
CSR activity that it has been carried out while the video is being pitched to the public. Apart
from that CSR activity that is being carried out by the company the company intends to give the
viewers with favourable experiences while pitching the video to the public. Furthermore, the
video say yet another collaboration of Psy with K-Pop star Hyuna. The collaboration that was
seen in the video was similar to the collaborative associations that are carried out by business
who aim to gain advantage over other companies. In this case the communication that was
incorporated by the protagonist of the video and the production house who released the video
was deemed to be a success. Communication was responsible for the development of the success
of the video and as a result of the same it successfully holds the record of the video on the
internet with highest number of views.