Viral Marketing Analysis of Khong Guan Animation Advertising Version a Sweet Memories

DOI

10.2991/978-2-38476-016-9_19How to use a DOI?

Keywords

ads; animation; viral marketing; Khong Guan

Abstract

This ad is wrapped in a type of Japanese animation-based called anime that young people are currently loving. Lately, the number of anime fans has made this ad a trending topic on social media to become number three on Twitter’s trending topic chart. It is infrequent for Khong Guan to explore this line. Moreover, knowing that Khong Guan is one of the legendary products that has been loyal to its concept since the beginning of the release makes Khong Guan considered outdated. With the release of this animation-based advertisement that has become viral among young people, it is regarded as a marketing strategy is chosen by Khong Guan to build an innovating on their promotions to enter the young people as the target market. This study uses a qualitative descriptive analysis method that uses data collection such as interviews and literature studies. Based on the research results, Khong Guan’s viral marketing strategy using animation can attract the target market of young people because of the high number of anime fans. This can also increase awareness in millennials and generation Z as people who are sensitive to technological developments. Although it’s not something new, the use of animation in general as an advertisement is an alternative step due to the pandemic, making it difficult to shoot in real life.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Velda Ardia
AU  - Dinaira Khalisa
AU  - K. N. Jamiati
AU  - Istisari Lageni
PY  - 2023
DA  - 2023/04/18
TI  - Viral Marketing Analysis of Khong Guan Animation Advertising Version a Sweet Memories
BT  - Proceedings of the 1st International Conference on Research in Communication and Media (ICORCOM 2021)
PB  - Atlantis Press
SP  - 192
EP  - 199
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-016-9_19
DO  - 10.2991/978-2-38476-016-9_19
ID  - Ardia2023
ER  -