Ivey Publishing
Magic Murray's Viral Videos
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Publication Date:
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8 pages (7 pages of text)
Product Type:
Case (Field)
It was September 28, 2015 when Murray Sawchuck, an award-winning magician and headline performer in Las Vegas received an e-mail from Seth Leach, a young, but accomplished creator of viral videos based in Denver, Colorado. Leach felt strongly that Sawchuck’s talent for magic and comedy had great social media potential and that a meaningful collaboration could be developed between them. An initial test video was recorded and was an instant viral success with more than 100 million views across all social media platforms. Sawchuck could not decide if it was just luck or whether there really was a success formula for creating viral videos that was reliable and replicable. He also was unsure just how to leverage his brand as an entertainer through these videos such that there would be tangible value created from them.
Learning Objective:
The case is suitable for undergraduate to MBA-level students in the areas of marketing, entrepreneurship, digital media, and strategy. After completing the case and assignment questions, students will be able to do the following:
  • Assess online consumers’ pass-along behaviour, or sharing, to assess whether this low-cost marketing endeavour can be used effectively.
  • Explain how to create perceived value at low to no cost.
  • Describe the underlying behavioural elements of digital media sharing.
  • Recognize and apply those behavioural elements to the development of a new brand.
  • Develop cost-effective strategies for creating and launching a new brand.
  • Understand and integrate these strategies and behaviours when using currently available, broadly accessible digital media platforms.
    Marketing,  Entrepreneurship
    Arts, Entertainment, Sports and Recreation
    United States, Small, 2015
    Intended Audience:
    $4.25 CAD / $4.25 USD Printed Copy
    $3.75 CAD / $3.75 USD Permissions
    $3.75 CAD / $3.75 USD Digital Download
    Associated Materials
    Translations: Simplified Chinese (7 pages)
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