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CARLY RAE JEPSON CALL ME MAYBE A CASE STUDY ON WAVE BRANDING

the most infectious song of summer


When Carly Rae Jepson released her now infamous song, Call Me Maybe in September of 2011, she had no idea that it would become a global sensation. After hearing the song on Canadian Radio in December of 2011, Justin Bieber tweeted about it, and Call Me Maybe gained international exposure. Bieber along with Ashley Tisdale, Selena Gomez and a few other friends made a lip dub video of the song in February of 2012. Within three months the video racked in over 39 million views. In the months following, numerous parodies, covers, and additional lip dubs popped up all over Youtube. As of today, (August 23, 2012) there are over 366,000 video results for the search Call Me Maybe. With so much buzz, it was only a matter of time before a brand caught on to the wave.

YOUTUBE VIDEO PLAYS

DIGITAL DOWNLOADS

213,711,400+
SOCIAL MENTIONS

8,000,000+
WEEKS AT #1 ON TOP 100

9,800,000+

CALL ME MAYBE TRAJECTORY


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The Ofcial Video for Call Me Maybe is Uploaded to Youtube on March 1, 2012 Justin Bieber + Friends Cover Call Me Maybe in a Home Video 2.18.12

202909 TWITTER MENTIONS

Abercrombie Guys Cover 6.12

152164

Star Wars Dub 6.12

101460
Katy Perry + Friends Cover 4.12

Harvard Baseball 5.12

Obama Dub 6.12

Chatroulette Prank 8.12

50735
The Single is released in September, 2011

Justin Bieber Tweets about Call Me Maybe 12.30.11

Cookie Monster Share Me Maybe 6.12

9.11

1.12

3.12 TIME

6.12

8.12

CALL ME MAYBE TRAJECTORY


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202909

TWITTER MENTIONS

Abercrombie Guys Cover 6.12

152164

Opportunity Identied via Wave Branding Platform


101460

50735

0
9.11 1.12 3.12 6.12 8.12

TIME

CALL ME MAYBE TRAJECTORY


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At sparks & honey, we synchronize brands with culture.


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TWITTER MENTIONS

152164

Using our proprietary Wave Branding platform, sparks & honey tracks Abercrombie Guys and identies cultural bursts and trends in real time, scores their energy level, Cover projects 6.12 their lifespan and analyzes their cultural resonance. If you are a marketer who doesnt want to wait as long as Abercrombie & Fitch did Opportunity Identied via to take advantage of a cultural movement, contact us at Wave Branding Platform info@sparksandhoney.com.

101460

50735

0
9.11 1.12 3.12 6.12 8.12

TIME

APPENDIX
Notable Call Me Maybe Videos
By View Count

The Original: Carly Rae Jepsen


March 1, 2012

CRJ Feat. Justin Bieber, Selena, Ashley Tisdale & More


February 18, 2012

Barack Obama Dub


June 4, 2012

Chatroulette Version - Call Me Maybe


August 10, 2012

Harvard Baseball - Call Me Maybe


May 6, 2012

The Hottest Abercrombie & Fitch Guys - Call Me Maybe


June 13, 2012

Katy Perry And Friends - Call Me Maybe


April 16, 2012

Sesame Street - Share It Maybe


July 10, 2012

Jimmy Fallon, CRJ & The Roots (w Classroom Instruments)


June 8, 2012

2012 USA Olympic Swimming Team - Call Me Maybe


July 26, 2012

Star Wars - Call Me Maybe


July 13, 2012