Possibly Possessed Keyboard Player: A Case Study Examination of Virality and the Drum Corps International Community

Abstract

Viral Internet content has dramatically changed the way information is shared and provides new opportunities for marketing exposure. The Boston Crusaders Drum and Bugle Corps experienced this opportunity during their 2016 tour when their keyboard player became the unexpected focus of a video that garnered over 3 million views. The video was audience-generated content so it was not part of the Boston Crusaders' communications plan for their 2016 tour and the organization could not have predicted its virality. Because drum corps is an activity that traditionally exists outside of public awareness, this level of attention provided a unique case study of viral content. This paper will analyze the characteristics of the viral video that attributed to its popularity and the response of the Boston Crusaders media team. Based on this analysis, this thesis will then provide recommendations for future responses by media teams with similar organizations hoping to capitalize on a viral video.