MGT 135 - Chapter 4 Assignment - MGT 135 NAME LIEN NGHIEM Chapter 4 Assignment Case Study One Direction Read the case study below and answer the

MGT 135 - Chapter 4 Assignment - MGT 135 NAME LIEN NGHIEM...

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MGT 135NAME: LIEN NGHIEMChapter 4 Assignment – Case Study: One DirectionRead the case study below and answer the questions. In 2011, pop music sensation One Direction became the first English music group to reach the number one spot onthe Billboard 200 chart with a debut album. Assembled by Simon Cowell in 2010 and introduced on Cowell’s The XFactortelevision series, One Direction quickly amassed tween fans in England and the United States through aunique interactive marketing campaign. According to the campaign’s narrative, a One Direction superfan who wentby the moniker “1DCyberpunk” stole the band’s laptop, promising only to give it back when fans proved theirsupport by completing a series of social media–based challenges. Active participants were rewarded with exclusivecontent and events, culminating in a massive online album listening party during which the laptop was finallyreturned.The fifty-day campaign was developed by marketing firm AIS in conjunction with One Direction’s recordlabel, Syco. According to AIS Creative Director Richard Coggin, “Syco had a lot of great content—videos,merchandise, singles, albums, lyrics, running orders, signed photos, radio and TV appearances—and our brief was toglue it all together and engage the fans on a daily basis. Filtered through 1DCyberpunk, the content became morevaluable and sought-after.” Though complex and often difficult to manage, the campaign was a success, netting200,000 participants, twelve trending topics on twitter, and more than 2.5 million views on YouTube. Perhaps most
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