Free ContentFor Members Only
Home > JackMyersThinkTank > Viral By Design - Rob Norman-GroupM

Viral By Design - Rob Norman-GroupM

December 4, 2012
Rob Norman

Published: December 4, 2012 at 12:24 PM GMT
Last Updated: December 4, 2012 at 12:24 PM GMT

On Black Friday the PSY hit 'Gangnam Style' video passed Justin Bieber's 'Baby' as the most watched ever on YouTube and is on its way to be the first to a billion views.

Not many of us thought that a South Korean song would own that distinction but not many of us had really thought about how virality could be executed with such distinction.

Gangnam style is a demonstration of Metcalfe's Law in action. Metcalfe's Law states in the context of telecommunications that the value of a network is the square of its nodes.

So what are the nodes of Gangnam Style? First of course there is PSY himself 6 studio albums into a stellar career including a drug bust and a ban on sales to under 19s in South Korea of Sa2, his second album.

Second, a cast of celebrity entertainers from comedians to a Korea's Got Talent contestant, each of whom had their own networks of followers

Third, the K-pop school, the first global music trend to emerge from South East Asia that has created huge network effects among the Asian youth diaspora around the world. K-pop has its own Billboard chart and YouTube channel.

Finally Gangnam Style is the network beneficiary of parody from sources as diverse as thousands of kids and the cast of Glee.

So there you have it. Engaging, participatory, high parody potential pure entertainment built on a mix of multiple celebrities and notoriety in a rapidly growing genre beloved by a highly social audience.

Why didn't the Romney campaign think of that?

Rob Norman is Chief Digital Officer Global of GroupM. Rob’s principle tasks are developing the interaction organization within GroupM, developing positioning and thought leadership and leading the interaction contribution to business development. You can reach Rob at @robnorman or rob.norman@groupm.com.

Read all Rob's MediaBizBloggers commentaries at Musings from GroupM.

Check us out on Facebook at MediaBizBloggers.com
Follow our Twitter updates @MediaBizBlogger

The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggers.com management or associated bloggers. MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries.

add this social bookmark link

Post a Comment

Commentary Archives

September 2014
August 2014
July 2014
June 2014
May 2014
April 2014
March 2014
February 2014
January 2014
December 2013
November 2013
October 2013

See all Archived Material


The AdWeek calendar, a robust syllabus, seemed to offer up a heavy course in Gender Equality 101. As a first-time attendee and a young female in the industry, I was wary of the full frontal feminism that such discussion would surely deliver. Were these female-led panel discussions merely saving face for years of not-so-shy-about-it sexism? I was pleasantly surprised that the dialogue was more nuanced, provocative even. At the very least, Advertising Week XI offered a platform that favored action as opposed to aspiration. As Facebook COO Sheryl Sandberg explained, only 3% of creative directors in the industry are women. Call me crazy, but is it not highly contradictory that a gender which accounts for approximately 80% of consumer spending would be so underrepresented at the creative level?

Read More

This one-day focus on the Latino TV marketplace from the publishers of Broadcasting & Cable and Multichannel News has become a must-see attraction. A number of blockbuster people impacting this side of the medium spoke up, including NBC Olympics president Gary Zenkel, new mun2 president Ruben Mendiola and Televisa USA chief creative officer Michael Garcia. In the aftermath of the World Cup soccer tournament from Brazil, the big focus was on the role of sports in Spanish-language TV. The panel and one-on-one sessions were well-spaced throughout the day. Still, there was little said about a vital question: What's the next frontier of Spanish-language TV? Is it weekly comedies, dramas and variety series produced in the U.S. with U.S. Latino talent in control? Is it interactive services? Is it something else not on anyone's radar screen?

Read More
Click Here for Membership Information
Contact Us  |  Editorial Overview and Guidelines |  Site Map  |  Terms of Use  |  Privacy Policy  |  RSS Feeds