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  • "Call Me Maybe" Wave Branding Case Study by Sparks & Honey

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    If you can't get "the most-infectious song of the summer" out of your head, you're not alone. "Call me Maybe" by Carley Rae Jepsen was on top of the Billboard Hot 100 Chart for 9 weeks in a row--its success can be attributed to social media amplification. Discover the song's stats & trajectory on the Social Web, and how brands can leverage this high-energy cultural phenomenon to engage their audiences.

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    "Call Me Maybe" Wave Branding Case Study by sparks & honey

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    If you can't get "the most-infectious song of the summer" out of your head, you're not alone. "Call me Maybe" by Carley Rae Jepsen was on top of the Billboard Hot 100 Chart for 9 weeks in a row--its success can be attributed to social media amplification. Discover the song's stats & trajectory on the Social Web, and how brands can leverage this high-energy cultural phenomenon to engage their audiences.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    797 views18 pages

    "Call Me Maybe" Wave Branding Case Study by Sparks & Honey

    Uploaded by

    sparksandhoney
    If you can't get "the most-infectious song of the summer" out of your head, you're not alone. "Call me Maybe" by Carley Rae Jepsen was on top of the Billboard Hot 100 Chart for 9 weeks in a row--its success can be attributed to social media amplification. Discover the song's stats & trajectory on the Social Web, and how brands can leverage this high-energy cultural phenomenon to engage their audiences.

    Copyright:

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    Download as PDF, TXT or read online from Scribd
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    of 18

    CARLY RAE JEPSON CALL ME MAYBE A CASE STUDY ON WAVE BRANDING

    the most infectious song of summer


    When Carly Rae Jepson released her now infamous song, Call Me Maybe in September of 2011, she had no idea that it would become a global sensation. After hearing the song on Canadian Radio in December of 2011, Justin Bieber tweeted about it, and Call Me Maybe gained international exposure. Bieber along with Ashley Tisdale, Selena Gomez and a few other friends made a lip dub video of the song in February of 2012. Within three months the video racked in over 39 million views. In the months following, numerous parodies, covers, and additional lip dubs popped up all over Youtube. As of today, (August 23, 2012) there are over 366,000 video results for the search Call Me Maybe. With so much buzz, it was only a matter of time before a brand caught on to the wave.

    YOUTUBE VIDEO PLAYS

    DIGITAL DOWNLOADS

    213,711,400+
    SOCIAL MENTIONS

    8,000,000+
    WEEKS AT #1 ON TOP 100

    9,800,000+

    CALL ME MAYBE TRAJECTORY


    253633
    The Ofcial Video for Call Me Maybe is Uploaded to Youtube on March 1, 2012 Justin Bieber + Friends Cover Call Me Maybe in a Home Video 2.18.12

    202909 TWITTER MENTIONS

    Abercrombie Guys Cover 6.12

    152164

    Star Wars Dub 6.12

    101460
    Katy Perry + Friends Cover 4.12

    Harvard Baseball 5.12

    Obama Dub 6.12

    Chatroulette Prank 8.12

    50735
    The Single is released in September, 2011

    Justin Bieber Tweets about Call Me Maybe 12.30.11

    Cookie Monster Share Me Maybe 6.12

    9.11

    1.12

    3.12 TIME

    6.12

    8.12

    CALL ME MAYBE TRAJECTORY


    253633

    202909

    TWITTER MENTIONS

    Abercrombie Guys Cover 6.12

    152164

    Opportunity Identied via Wave Branding Platform


    101460

    50735

    0
    9.11 1.12 3.12 6.12 8.12

    TIME

    CALL ME MAYBE TRAJECTORY


    253633

    At sparks & honey, we synchronize brands with culture.


    202909

    TWITTER MENTIONS

    152164

    Using our proprietary Wave Branding platform, sparks & honey tracks Abercrombie Guys and identies cultural bursts and trends in real time, scores their energy level, Cover projects 6.12 their lifespan and analyzes their cultural resonance. If you are a marketer who doesnt want to wait as long as Abercrombie & Fitch did Opportunity Identied via to take advantage of a cultural movement, contact us at Wave Branding Platform info@sparksandhoney.com.

    101460

    50735

    0
    9.11 1.12 3.12 6.12 8.12

    TIME

    APPENDIX
    Notable Call Me Maybe Videos
    By View Count

    The Original: Carly Rae Jepsen


    March 1, 2012

    CRJ Feat. Justin Bieber, Selena, Ashley Tisdale & More


    February 18, 2012

    Barack Obama Dub


    June 4, 2012

    Chatroulette Version - Call Me Maybe


    August 10, 2012

    Harvard Baseball - Call Me Maybe


    May 6, 2012

    The Hottest Abercrombie & Fitch Guys - Call Me Maybe


    June 13, 2012

    Katy Perry And Friends - Call Me Maybe


    April 16, 2012

    Sesame Street - Share It Maybe


    July 10, 2012

    Jimmy Fallon, CRJ & The Roots (w Classroom Instruments)


    June 8, 2012

    2012 USA Olympic Swimming Team - Call Me Maybe


    July 26, 2012

    Star Wars - Call Me Maybe


    July 13, 2012

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