In 2011, pop music sensation One Direction became the first English music group

Question

In 2011, pop music sensation One Direction became the first English music group to reach the number one spot on the Billboard 200 chart with a debut album. Assembled by Simon Cowell in 2010 and introduced on Cowell’s The X Factor television series, One Direction quickly amassed tween fans in England and the United States through a unique interactive marketing campaign. According to the campaign’s narrative, a One Direction superfan who went by the moniker “1DCyberpunk” stole the band’s laptop, promising only to give it back when fans proved their support by completing a series of social media–based challenges. Active participants were rewarded with exclusive content and events, culminating in a massive online album listening party during which the laptop was finally returned.
The fifty-day campaign was developed by marketing firm AIS in conjunction with One Direction’s record label, 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 to glue it all together and engage the fans on a daily basis. Filtered through 1DCyberpunk, the content became more valuable and sought-after.” Though complex and often difficult to manage, the campaign was a success, netting 200,000 participants, twelve trending topics on twitter, and more than 2.5 million views on YouTube. Perhaps most importantly, it laid the foundation for a passionate U.S. fan base that was desperate to see the band in their home country, buy the debut album, and send One Direction to the top of the charts.

Emma Hall, “U.K. Boy Band One Direction Rises Via Social Media,” Advertising Age, April 12, 2012, http://adage.com/article/global-news/u-k-boy-band-direction-rises-social-media/234105 (Accessed March 25, 2013).

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Question 1 of 12

2.5 Points Which of the following hypothetical results of the 1DCyberpunk campaign would likely be most concerning to the FTC? A. Fans may purchase expired One Direction-branded foods. B. Online data may be collected on unsuspecting One Direction fans. C. One Direction fans may purchase tour posters printed with hazardous ink. D. One Direction-branded debit cards may face new regulations. E. California may levy a tax on online advertising like the 1DCyberpunk campaign.

Question 2 of 12

2.5 Points Which of the following is a value that affects the success of One Direction’s social media campaigns? A. People in the United States today are piecing together component lifestyles. B. Today’s consumers are inquisitive and appreciate entertaining marketing efforts. C. Tweens are directly or indirectly responsible for sales of over $180 billion annually. D. A very slow economic recovery began in July 2009 and continues to this day. E. All of these.

Question 3 of 12

2.5 Points Of the following social media platforms, where would Syco and AIS have the smallest degree of success if it wanted to reach tweens? A. Twitter B. Walt Disney’s Club Penguin. C. Viddy D. FashionPlaytes.com. E. Everloop

Question 4 of 12

2.5 Points Suppose that before launching the 1DCyberpunk campaign, Syco attempted to garner as many Facebook fans, Twitter followers, and other social media supporters as possible. This would be an example of: A. Recession B. Applied research. C. Basic research. D. Environmental management. E. Inflation

Explanation / Answer

1)It is option A
2)It is option C
3)It is option D
4)It is option B

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