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Korean Drama on Social Media

November 13, 2010 1 comment

In the last class, we talked about many ways to use social media. Not only for products, here is an example about how Korean drama use social media to promote efficiently.

MBC is one of four major national South Korean television and radio networks. One week before its drama, Naughty Kiss’, premiere, they held a press conference on August 26th 2010 at Seoul. MBC announced through news sources and its Facebook page that the press conference will be streamed live on Facebook.

This was the first time that Korean drama used social media to hold a production press conference via Facebook with a live broadcast reaching out throughout the world. Because the increasing popularity of Korean dramas internationally and of Kim Hyun Joong, the lead actor, overseas, this was a real treat for fans both domestic and international.

Here is the link of MBC Facebook and its record video of press conference.!/MBC?v=app_104664772923903



Naughty Kiss came to an end on the 21st of October, but MBC quickly announced that Naughty Kiss would be releasing special episodes through its Youtube account, The channel consists of interviews, OST music videos, NG cuts, and a variety of behind-the-scenes footage, and it is introduced in Korean, English, Chinese, Japanese, and Spanish.

The CEO of Group Eight (the production company of Naughty Kiss) went on to state, Youtube will play a major role in connecting our content to the international market. The release of an online version of ‘Naughty Kiss’ through Youtube will be the preview to a new future for the Korean video content industry.

After the first special episode was revealed on Youtube, the click rate was over 36,000 in one day and there were almost 3,400 responses in different languages. The success of Naughty Kiss YouTube version was recently featured in a report by CNN’s Anna Coren and they dubbed it as “When TV is not on TV, but on YouTube.” Check out the video below and listen on what they have to say about this phenomenal success.

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The Best Long-Form Stories on the Web

October 30, 2010 Leave a comment

According to a report from Forrester, the eBook and eReader market has now hit a point where it is ready to break out of its niche and become a mainstream phenomenon. This has been a breakout year for eBook and eReader—device sales will have more than tripled by the end of this year, and content sales are up 176% for the year. Here, I’m going to introduce a unique eBook publisher,, which used an extraordinary idea to enter this new market and differentiated between other competitors.


Twitter, Facebook, blog posts, and text messages can often convey thoughts and ideas in a small, constrained number of words. While reading short bits of information may be informative and even helpful at times, collects lengthy articles that every article contained more than 4000 words.


This idea came from Mark Armstrong, director of content at internet startup Bundle. After making too many frustrating 40-minute commutes with an empty Instapaper queue, he decided to ask for some help. His idea: convince both consumers and producers of news to rally around the concept of “longreads.” Armstrong snapped up the @longreads Twitter handle and hyped the #longreads Twitter tag — for use on tweeted links to lengthy stories.


The database contains a growing archive of long, newsworthy, and relevant stories available online, tagged by category and length. They posts links to new stories every day, which include long-form journalism, magazine stories from your favorite publications (The New Yorker, Esquire, The Atlantic), short stories, interview transcripts, and even historical documents. Moreover, each piece on the site indicates the number of words and, using the average reading speed, the approximate amount of time it will take to read.

Longreads is aimed at pulling the longer, still relevant, and enjoyable content from the web, and categorizing it in a way that allows the reader to enjoy it at their leisure — on a couch, on a train, or anywhere else where you can spare more than five minutes to read a thoughtful piece.

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Samgsung Anycall Haptic Mission

October 4, 2010 Leave a comment

Last class have mentioned the concept of engaged the consumer, which reminded me a mobile advertisement of Samsung.

In 2009, Samsung Anycall released a new concept “Haptic Mission”, which involved four top Korean stars. It’s not just a standard commercial, but an advertising campaign with a reality show format. The commercial would be in several episodes which would show how the stars become new employees for Anycall. They would work together with other employees and do marketing survey for Haptic phones from Anycall.

Anycall Haptic Mission ep1

The Haptic Mission episodes were officialy released to public via Samsung official website and TV. After episode one was released on the website, the click-through rate was over one million times within six days.

Samsung Anycall Marketing Team said, “Anycall Haptic Mission will show a different and fresh concept of a CF. Here you can see top stars do fun & new things (becoming a real employee). You can see a reality show concept mixed with music drama”.

In one episode, the stars were asked to design the phone cover. It soon created buzz on the website and many people required Samsung to really launch what they designed.

In the end, there were two stars self designed phone covers were being made into actual products. Kim Hyun Joong’s design is named “Kim Hyun Joong UFO Phone” and Son Dambi’s design is named “Son Dambi Heart Phone”. In particular, the UFO Phone was sold out quickly in one day after it launched.

UFO Phone TV commercial

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