3.3 Cross Country Entertainment Part 2

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From the course by Yonsei University

International Entertainment and Sports Marketing

121 ratings

Yonsei University

International Entertainment and Sports Marketing

121 ratings

Course 5 of 6 in the Specialization International Marketing & Cross Industry Growth

This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week. People who successfully complete this course will obtain the following outcomes: (1) You will learn the key characteristics of sports marketing. (2) You will learn the key characteristics of entertainment marketing. (3) You will be able to apply cross country growth strategies to your business in the sports and entertainment industry. (4) You will be able to apply cross industry growth strategies to your business in the sports and entertainment industry”. (5) You will be able to reference CCCI, i.e. cross-country and cross-industry Innovation best practices via interviews with key experts in the sports and entertainment industry such as from adidas, Audi, and YG Entertainment (home to Psy and Gangnam Style).

From the lesson

Cross Country & Cross Industry Innovation in Sports and Entertainment Marketing

In Week 3 learners will be instructed on how companies can seek growth opportunities by cross-country and cross-industry innovation using both sports or entertainment. For both sports and entertainment, they can be the source or the beneficiary of innovation ideas. We frame this as innovation exporting or innovation importing whether it is at the cross-industry level or the cross-industry level, hence CCCI. Learners interested in activating sports and entertainment in a cross country or cross industry manner can adopt the various strategies covered in the interviews with Jörg Dietzel at Audi and HyeongKeun Kang at adidas.

3.1 Cross Country Sports10:54

3.2 Cross Country Entertainment Part 17:56

3.3 Cross Country Entertainment Part 26:30

3.4 Cross Industry Sports9:42

3.5 Cross Industry Entertainment Part 18:07

3.6 Cross Industry Entertainment Part 28:17

3.7 Interview with Jörg Dietzel, Audi Part 111:01

3.8 Interview with Jörg Dietzel, Audi Part 28:38

3.9 Interview with HyeongKeun Kang, adidas Part 18:05

3.10 Interview with HyeongKeun Kang, adidas Part 211:46

Instructor's Thank You0:12

Meet the Instructors

Dae Ryun Chang
Professor of Marketing
School of Business

Okay, so these are many of the strategies that you

can consider when you think about entertainment and

your international marketing strategy.

And as we can see here in this matrix,

we can think about entertainment not only as a product but also as a medium.

Especially if you are a sponsor.

And of course in terms of the scope of your market, it can be very global.

But again, it can be very local.

So, depending on not only how you want to use entertainment, but

also depending on the scope, you have different shaded marketing strategies.

So, for example, if you want to localize the appeal of your movie,

you could use more local content.

You can use more local stars.

But even if you have foreign original content, you can still tweak it.

For example, simply by subtitling it or even dubbing it.

Or in some cases, remaking the original content but

with local stars, a local director.

And it's been done here in Asia with American movies,

but if vice versa where Asian movies or Korean movies have

been localized in the U.S. such as with 《old boys》.

So, you can localize it.

You can globalize it, but of course the strategy would have to be very different.

You can use entertainment as a medium,

but you would have to of course place it,

you would sponsor it locally with local content, with local stars.

And I think you'll get a great sense of that when I talk

with Desil at Audi in my interview.

Okay, let's see some examples.

So, I'll keep it very brief.

So, here is this very famous show called Riverwalk,

it starred Micheal Flatley who's shown here.

And it originally started as this entry at Eurovision.

Somewhat many years ago.

It was one of the most viewed performances.

And stemming from that popularity it was then developed into a show for

Ireland and then London.

And then ultimately taken to Broadway and to the rest of the world.

And now, it's been performed in over 450 venues and

has been seen by over 25 million people.

So, even though it's a local, a very dynamic form of entertainment.

Now, it's become very global.

Okay, he's another example.

This case is an example of local placement.

And there was a shows called Man From the Star.

Which starred one of my favorite actresses, her name is here in Korea.

But, she's also known as elsewhere.

So, she was in the show.

It also starred.

But, what's noteworthy about the show is not only did you have a Korean

brands placing.

There are brands in the show.

We also have foreign brands, placing their brands in this drama.

Brands like Jimmy Choo, of course very well known for

their shoes and also Yves Saint Lauren, who I think had their handbag and

that couture dress is being worn by.

And then, she has scores of her followers trying to emulate her

by wanting to buy these same kinds of brands.

It wasn't just Korean brands getting into the act, but

it was also foreign brands as well.

And it was popular not only here in Korea, but

also in neighboring countries like China.

So, it became ultimately a great market landing strategy example.

Okay, another example, this time with global entertainment as a medium.

And I'm sure all of you will have remembered,

I talked about Ellen before and how influential she is.

But one year she was the host of the Academy Awards and

Tongue Sung Sponsored a part of that show.

And there was a segment where Ellen went into the audience and

captured a, so called selfie.

And in that selfie he had not only her but also Meryl Streep,

Brad Pitt, Angelina Jolie, Bradley Cooper, Julia Roberts and

even Kevin Spacey photobombing that selfie.

And the end result, some of them claimed it wasn't intended,

nonetheless was 40 million viewers and 3 million retweets and

even 2.1 million Facebook likes.

So, social media when used well,

can be incredibly effective.

Okay, so wrapping we learned in the segment that entertainment is by nature,

a universal need.

We emphasize that entertainment can be both a product,

as well as a medium in international marketing.

I emphasise how important your market landing is.

We learned that entertainment can be not only globalized, but in some cases,

entertainment should be localized.

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