The brand said that the campaign, 'Psygo Bibigo', which is supported by print, a microsite, YouTube and Facebook, is an effort to increase awareness and sales in markets outside South Korea.
The campaign, by Cheil Worldwide, follows the release of the "Gangnam Style" artist's new song "Gentleman", which has amassed 81 million YouTube views since its release on 13 April.
The Bibigo campaign hinges on a Facebook contest in which Psy is supposedly seeking a personal chef for his world tour, which starts in July. The winner will receive US$40,000 plus perks such as five-star accommodations and limousine service, according to the campaign site.
Playing on the word bibim, which means “mixed” in Korean, the contest invites people to create and post videos of themselves showing off their mixing skills—whether they are mixing food or music or a drink. The winner will be announced on 3 June.
Psy has also choreographed a new dance move specifically for the campaign, which is featured on the microsite. (Discerning viewers may be able to distinguish the move from all his others; some on our staff could not. Is it the spoons?)
The brand is aiming to reach new and existing consumers, according to Yu Je Hyeuk, marketing director at Bibigo, who added, “Psy has been a personal big fan of Bibigo for years, and we hope to create additional awareness of not only the Bibigo brand with Psy, but also Korean food as a whole.”
Bibigo has 24 stores worldwide, including South Korea, Japan, China, Singapore, the US and the UK.