Promoting on Social Media Using Trending Memes
Efforts to Win the Support of Moderate Voters in Their 20s and 30s
Presidential candidates are attracting attention by creating social media (SNS) promotional videos using the latest trending memes to win the support of the younger generation. First, Ahn Cheol-soo, who entered the People Power Party's presidential primary, used a 'Love Live' concert video to capture young voters' hearts. On the 15th, a video titled "Nanigasuki ('Which do you like?' in Japanese)? Ahn Cheol-soo!" was uploaded to Ahn's official YouTube channel. It borrowed the popular 'Love Live' performance meme circulating online recently.
Ahn Cheol-soo, a member of the People Power Party who entered the presidential primary race, has started to capture the young vote by using a video of the 'Love Live' concert. Ahn Cheol-soo Instagram
'Love Live' is a youth school story about nine girls forming a school idol group, produced as an animation and game, and extended to album releases. Especially, the live video of the song "Ai♡Scream!" performed by the 'Love Live' voice actors at the Yokohama concert has recently gained great popularity among young people through algorithms. The video uploaded on Ahn's account features the part where the voice actors repeatedly start with "Nanigasuki?" during the song.
Subtitles with partially rewritten lyrics were added to the original concert video. "Kukminjjang~ (Yes!) Which do you like? Ahn Cheol-soo over Choco Mint," "20·30jjang~ (Yes!) Which do you like? Ahn Cheol-soo over Strawberry flavor," repeatedly mentioning Ahn's name. During the video, a photo of Ahn making a heart pose with his hands also appeared. When this video was posted on Ahn's official Instagram, reactions such as "Is this for real?", "Is this the official account?", "I thought it was a parody," and "As expected, Ahn Cheol-soo reads trends well" followed.
These unique SNS promotional materials are not the only ones from presidential hopefuls. Governor Kim Dong-yeon, after declaring his presidential candidacy, uploaded a video titled "AI Hegemony War, Are You Ready to Win? Let's Level Up to an AI Powerhouse!" on his official YouTube channel. At the beginning of the video, Governor Kim appears dressed in a suit, as usual in media appearances.
Governor Kim Dong-yeon, upon declaring his presidential candidacy, uploaded a video titled "AI Hegemony War, Are You Ready to Win? Let's Level Up to an AI Powerhouse!" on his official YouTube account. YouTube channel: "Economic President Kim Dong-yeon"
He says, "The whole world is leveling up to win the AI war, but we don't even have proper weapons," and adds, "AI transformation, now the awakening quest begins." Then, with the line "South Korea needs transcendental growth to seize AI hegemony," Governor Kim transforms into Iron Man, the superhero from Marvel Comics. Wearing the Iron Man suit, he shouts, "AI hegemony war, are you ready? S-class AI nation, Kim Dong-yeon makes it happen," and after 'Iron Man' Kim flies into space, subtitles appear saying, "We will definitely achieve the leap to an S-class AI nation."
On the same day, Kim's campaign posted a "Kim Moon-soo Presidential Primary Candidate Promotional Video" on their official YouTube channel, stating, "The reason for capturing a natural appearance without adjusting facial proportions is to emphasize Kim Moon-soo's human side and highlight the candidate's sincerity. This technique also reminded viewers of actor Gong Yoo's face in the Netflix drama 'Squid Game 2,' which sparked public interest." Kim Moon-soo YouTube
Former Minister of Employment and Labor Kim Moon-soo recently brought in actor Gong Yoo, who gained popularity from 'Squid Game 2.' On the same day, Kim's campaign uploaded a "Kim Moon-soo Presidential Primary Candidate Promotional Video" on its official YouTube channel, stating, "The reason for capturing a natural appearance without correcting facial proportions is to emphasize Kim Moon-soo's human side and highlight the candidate's sincerity. This technique also reminded viewers of actor Gong Yoo's face, who appeared in the Netflix drama 'Squid Game 2,' creating buzz." The campaign also released photos combining Kim's face with Gong Yoo's. In the video, Kim stands in front of the Taegeukgi flag wearing a red tie, with subtitles saying, "Forward anew! Great Republic of Korea! Kim Moon-soo."
Such bold moves by presidential candidates are analyzed to be because winning the support of moderate voters in their 20s and 30s is crucial in this presidential election. Meanwhile, on the same day, Ahn Cheol-soo completed registration as a candidate in the People Power Party's presidential primary, and Governor Kim was confirmed as a Democratic Party primary candidate, assigned number 3.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
