The Harlem Shake Goes Viral: A Marketing Opportunity for Brands
The Harlem Shake is the latest viral sensation sweeping the internet, combining elements of flash mobs and viral dance challenges.
It's the next evolution after the global phenomenon of Gangnam Style, which surpassed one billion views on YouTube. What makes the Harlem Shake unique is its ability to draw massive attention, and savvy companies and organisations are using it to boost their brand awareness.
The Harlem Shake starts with a single person starting the dance, often in a seemingly normal setting, wearing a mask or eccentric outfit. Then, the video cuts to a chaotic, wild dance party where everyone joins in—complete with bizarre, random movements.
The more outlandish and unexpected the video, the more likely it is to grab attention and go viral. Once the video is posted on YouTube, it draws massive views and engages audiences with its quirky, fun energy.
But what does this mean for brands?
By creatively integrating the Harlem Shake into their campaigns, companies can use the viral power of the dance trend to draw attention to their products or services.
In fact, many organisations have already used it successfully, using the viral nature of these videos to increase site traffic and brand visibility.
How Brands Can Leverage the Harlem Shake
Engage with Humor
The essence of the Harlem Shake is all about fun, absurdity, and humor. Brands that align with these qualities can embrace the trend to show a lighter side of their business, humanising their image and making them more relatable to consumers. For example, companies in the entertainment, lifestyle, or fashion industries could easily create their own Harlem Shake videos to connect with younger, more internet-savvy audiences.
Create Branded Harlem Shake Videos
Companies can create Harlem Shake challenges or events that feature their products. For example, a tech company could have a Harlem Shake video with employees using their gadgets, or a food brand could involve their products in a chaotic, fun dance routine. Including products in these videos gives the brand organic exposure, as viewers who watch the video often share it with their friends, thus extending the brand's reach.
Collaborate with Influencers
Working with online influencers or viral personalities can help elevate a company's Harlem Shake video. Influencers have the audience and the platform to help spread the brand's message even further, ensuring that the video not only entertains but also boosts awareness for the brand involved. Partnering with social media stars who are already part of the Harlem Shake movement can help brands tap into the right audience
Use the Viral Nature for Product Launches
Brands can harness the viral energy of the Harlem Shake for product launches. By releasing a Harlem Shake video alongside a product reveal or announcement, a company can draw massive attention and create excitement about the new offering.
Link to Social Campaigns
Companies can take it further by encouraging their followers to participate in their Harlem Shake videos, turning it into a user-generated content campaign.
Social media platforms like Instagram, Twitter, or Facebook can be used to share these videos and create a sense of community around the brand.
In summary, while the Harlem Shake may have started as a viral dance meme, it has proven to be a powerful tool for brand awareness.
When brands tap into the humour, randomness, and fun of the Harlem Shake, they can engage audiences, boost traffic, and elevate their marketing strategy to resonate with today's digital culture.
Whether you're a small startup or a global corporation, the Harlem Shake is an excellent example of using entertainment to connect with customers and create viral brand moments.
Contact if you want to bring a brand activation to life.