Viral Marketing effectiveness on Millennial:A Case Study on Go-Jek Commercial Campaign

Abstract

Increasing use of the internet by millennials is a phenomenon that needs to be adapted to. The advertising-marketing world is no exception. Responds to the
phenomenon has been varying, for example there's a new category for advertising media besides Above The Line and Below The Line; Through The Line Media.
Through The Line occurred to define internet media which has the quality of both above the line and below the line medias. Anotherform of adaptation to this situation exists in the form of marketing strategies; that is viral marketing. Viral marketing is a strategy that is only relevant in internet media. This paper will try to explain the kind of impact made from this marketing strategy, and its effectiveness on millennial target audiences by using some case studies on the brand, Go-Jek.

Keywords: viral marketing, internet marketing, advertising, millennials.