USE OF UNDERGROUND INTERNET CULTURE IN CORPORATE SOCIAL MEDIA. THE KFC SPAIN CASE

Abstract

The song "Video Killed the Radio Star" (Woolley, 1979) is a 1979 single by the English band The Buggles. The song's lyrics talk about how the rise of music videos on television led to the decline of radio as a popular medium for music. The song is seen as a commentary on the way that new technology can sometimes replace older forms of media. Influencer marketing is a form of advertising where brands work with social media influencers to promote their products or services. Influencer marketing has grown in popularity in recent years, but it has also faced criticism and backlash. Some people argue that influencer marketing is not as effective as other forms of advertising, and that it can be difficult to measure the return on investment for brands also, it is becoming less and less effective for brands. In a comparison between the song "Video Killed the Radio Star" and influencer marketing, one could say that the song's lyrics foreshadowed the way that new forms of marketing, such as the KFC strategy, can sometimes replace older forms of advertising, like influencer marketing. Just as music videos on television led to the decline of radio as a popular medium for music, the rise of new marketing strategies may lead to the decline of influencer marketing. The KFC Spain case is a great example of successful social media marketing. In order to win back younger customers, KFC Spain needed to compete with established competitors. They did this by using social media platforms like Twitter, Instagram, Facebook, and YouTube to reach and engage with their target audience. By bypassing traditional advertising methods and offering something fresh, quick, and easy to share, KFC Spain was able to tap into the underground trend of "shitposting" and effectively align their strategy with their target audience's interests. Throughout the paper we will be able to see what the keys to this success have been, the reach of the strategy beyond the young generation, and the possible secondary reasons for its success.