Analysis of Kony 2012 Campaign

fly the coop Kony 2012 http//www. youtube. com/watch? v=Y4MnpzG5Sqc Short versions http//www. youtube. com/watch? v=j36n8Kn_lUY http//www. youtube. com/watch? v=VWd0veKp1R0&hd=1 (this may be a stronger version) 1. Why we are choosing this one This was a very prosperous motion. Most of our group had hear about the Kony campaign and impart shared with to a greater extent than one fri repeal thus it was a successful viral marketing campaign. The statistics show that 112 million concourse viewed this motion-picture show in one week. 2. The Message Targeted towards sight who are obliged do-gooder causes.Help create cognisance of the campaign, which is to imprison Kony by declination 2012 with the help of precaution from foreign and Ugandan governments. To do this, they were selling products and promoting a hiding the Night day in which individuals who moil/post/display their products. The delineation tells you to pull back these purchases in order to help fight Kony, there are links to the website from the video and so the purpose of the campaign was very clear and relevant. The Messenger is Jason Russell who is the co-founder of Invisible Children.The requires purpose is to promote the charitys Stop Kony movement to make Ugandan cult and militia leader Joseph Kony kn make to the international beingness in order to have him arrested by December 2012. Joseph Kony is already an indicted war criminal in the global Criminal Court. Environment adept time and right place. People are interested in this example of cause and it is popular to be a humanitarian right now. It was spread through YouTube, Facebook and Twitter. People intuitive lookinging good sharing this type of information it makes the sender feel as though they are help a good ause and so they feel good. The pull up stakes It was a triumph in that it has been viewed by much than than 92 million multitude on YouTube and 20 million more on Vimeo, so comfortably over 112 million fl ock by the end of the first week. This is the same summate of people who watched the superintendent Bowl. (Visible Measures) After ten days, 52% of adults in the US had heard of the video. (PEW research center) More people viewed the video in such a short amount of time than any other video on the internet (to date). Kony 2012 facts and figures http//static. guim. co. k/sys-images/Guardian/Pix/pictures/2012/4/20/1334929057518/Kony-2012-in-facts-and-fi-009. jpg Invisible Children wont exclusively say how much money it made from Kony 2012, but by conservative estimates, it has likely tripled its $13. 7 million 2011 r notwithstandingue and its possible that the actual add up is much, much higher. (http//www. businessweek. com/articles/2012-08-30/kony-2012-guerrilla-marketing) Add details regarding how it was spread Celebrities have helped spread the meaning (Justin Bieber, Kim Kardashian, Rihanna, Oprah Winfrey) Why did it work?The call for discusses the desire to share, to be break in of something, to inform others. Within the first twain minutes, has drawn people in and makes them curious as to what is next. It was a very good quality video both in resolution and the way it was directed. The conductor of the film, Jason Russell, is very personable. He is using people emotions to make them feel part of the problem. He even involves his own child in the film to make everyone feel that they are connected to this problem. People really fatality to feel like they are helping a good cause. It was also really the right moment.The film uses everything that is popular right now to keep peoples attention instagram photos, facebook timeline. People, especially young people and hipsters, really want to help. The products were not very dearly-won but enabled the viewer to feel as though they were part of the video and creating history. The video emphasizes being part of, and making, history. Purchasing the products allowed for those who wanted to participate in Cover the Night to be part of the in group. Additionally, renowned and important people became involved and vouched for it.Many politicians and even celebrities became involved. What could have been improved? After the video there were allegations that the control was a scam. The Ugandan people were claiming that Kony was not even in Uganda and so contributing to this campaign go out not help us. Also there was a rumor that the US wanted to have a reason to come into Uganda for oil. So they could have been their intentions more clear and probably clarified that even if Kony is soon not residing in Uganda, he still moldiness be found and arrested.