Ivey Publishing
Magic Murray's Viral Videos
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8 pages (7 pages of text)
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Case (Field)
In 2015, Murray Sawchuck was an award-winning magician, performing shows in Las Vegas, on cruise ships, and around the world. When he received an e-mail from Seth Leach, who proposed collaborating to make viral videos for YouTube, Sawchuck questioned whether the venture was worth his time and money. He agreed to shoot one video as a trial and the video went viral as soon as it was posted. Sawchuck began to be recognized more often from his YouTube video than from his appearances on television and decided to form a partnership with Leach. Sawchuck believed that partnerships with Leach and other successful YouTubers would help him reach new audiences and expand his viewership, but he needed to decide whether to focus on growing his business through YouTube or to treat this as a distinct source of income.
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
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