Harlem Shake – Hydle Edition


[YouTubeUlar]
[iTunes – Harlem Shake – Single – Baauer]

We shot a Harlem Shake at Bent Gate’s Silverton Sick Days this past Wednesday. It’s worth a socially creative review as this could be the fastest growing viral campaign ever.

“The Harlem Shake” Timeline of Events

  • 1981 — The dance was originally coined in 1981 as a drunk dance by a Harlem resident and creator “Al B”

    “it’s a drunken shake anyway, it’s an alcoholic shake, but it’s fantastic, everybody appreciates it.”

  • 2001 — It was featured in a G Dep – Let’s Get It – Music Video.
  • 2012 — An electronic producer named Baaur out of Brooklyn uploaded the Harlem Shake (HQ Full Version) on May 10th, 2012. Unrelated at the time, a vlogger known as FilthyFrank uploads this video while dancing to Skrillex.
  • 2013 — On January 23rd, 2013 – 2 weeks after Baaur’s “The Harlem Shake” dropped on iTunes, still unrelated FilthyFrank uploads this “How To Dubstep”video with his character PINK GUY. At this time, his facebook page which claims he “once tripped and had anal sex with himself” has less than 4,500 likes.

    On January 30th he uploads his Compilation #6 – Smell My Fingers video with the Harlem Shake short introduction. This video still only has 322,347 views, but his viewers were asking for more shake. So on February 2nd – he gives them the original Harlem Shake which now has over 10,900,000 views.


    “yall naughty fellas wanted the full separate version of HARLEM SHAKE SO HERE IT IS.

    SHARE IT WITH YO FRANS XOXO

    ♥”

  • Over the next 2 days, 257 of Filthy Frank’s fans share the video, 908 like it and 84 people comment on his original post. A Filthy Remix even pops up and somewhere in the mix people start uploading their own versions. A few of the early videos gained even more views than Filthy Frank’s original, so he re-posted the original to his now growing facebook fan-base on February 6th…

    “some swagfag guys made a harlem shake video right after ours and it’s obviously copied. and it’s getting crazy views. but we stand strong, because we have the power of each individual filthy character. don’t forget where you came from, and stay filthy.”

    This repost gained another 105 shares, 1,239 likes and 116 comments to propel the Harlem Shake to the masses of the interManets. The competition was on and the creatives started uploading. ImAfricanJesus began a playlist of his Harlem Shake consumptions. CollegeHumor was #9 on the list. By February 9th ImAfricanJesus quit adding Harlem Shakes to his consumption playlist stopping at 47 videos.

  • On February 8th, the new york times posted an article relating winter storm Nemo + the Harlem Shake as a way to pass your time while being stuck indoors. Filthy Frank posts the article and it gains 38 shares, 858 likes and 150 comments from his fan base. The Chive, Break, Buzzfeed, and Maker Studios out of LA created job campaigns out of their versions of the Harlem Shake which proved the shake could definitely be used for marketing traction. Musical talent Matt and Kim even jumped into the mix.
  • A good friend of mine, Jason McWilliams, preached the Harlem Shake to Copper Mountain Ski Area on Saturday, February 9th. By February 11th, around 12,000 “Harlem Shake” videos had been posted with a collective 44 million views. One of my favorite and most creative versions was posted by the UGA Men’s Swim and Dive team on February 11th.

    [YouTubeUlar] <— 17,926,850
  • On February 12th, Copper Mountain dropped their Harlem Shake creation, which is when I first took notice of the completely random sensation. We recorded our random version on February 13th in Silverton, CO and nearly had the mountain convinced to shoot and upload what I still believe would be the most epic Harlem Shake ever. Conceptually you couldn’t beat a helicopter hovering behind a bunch of Bent Gate Silverton Sick Days skiers and riders dancing their asses off by the rental bus at Silverton. I blame myself, and partially Devin Rhinehart for not TSOIGDH’ng and following through with this one.
  • By Valentines Day the number of “Harlem Shake” uploads had increased to 40,000 with a collective viewership of 175 million views. Thank YouTubeTrends for the February 12th writeup.
    Harlem Shake Upload Rate
  • The Today Show ripped their own version on February 14th, officially killing the interManets viral meme formerly known as the “Harlem Shake”. To put an exclamation point on it, McWilliams walled me this one just to be sure. Filthy Frank now has over 47,000 likes and 125,000 YouTube Subscribers and overall he seems pretty modest about creating the sensation and actually makes fun of his post Harlem Shake audience.
  • This completes your Hydle write up and review of what catalysts enabled a creative meme to go Viral. I’m actually pretty surprised the Adelia Shake didn’t take off.

    The song is still Number 1 on iTunes.

    [Helping Article #1]
    [Helping Article #2]
    [Wikipedia (song)]
    [Wikipedia (dance)]

    Questions and Answers

    Question:

    Where does the name Coors Banquet come from?

    Answer:

    Nicknamed by 19th century Rocky Mountain miners, favored by President Gerald Ford and promoted in TV ads by baritone-voiced, Western-cool actor Sam Elliott, Coors’ Banquet beer is celebrating its 135th anniversary.

    But the beer that started it all for Golden, Colo.-based Coors Brewing Co. wasn’t always called Coors Banquet.

    It’s been through several name changes – Original Coors, for one – and went out of production during Prohibition. Yet the recipe of high-country barley and Rocky Mountain water is essentially unchanged from what Adolph Coors and Jacob Schueler first called “Golden Lager” when it debuted in 1873, said Lee Dolan, vice president of the Coors family of brands at MillerCoors.

    MillerCoors is the joint venture of SABMiller and Molson Coors Brewing Co.

    Richard Honack, who teaches marketing at Northwestern University’s Kellogg School of Management, said Coors Banquet is a new brand for today’s customers, most of whom wouldn’t remember the name that Coors first added in 1936 but hasn’t been widely used for years.

    “What they’re going to have on their hands is a huge customer education process of why is it called Coors Banquet,” Honack said. “It begs the question of why do it. The main reason may be to create new buzz in the marketplace.”

    Reviving the “Banquet” name gives Coors something new as craft beers generate the most excitement in the marketplace.

    The company says old-time miners served the beer at banquets during their precious time off, referring to it as the banquet beer.

    It was known simply as “Coors” at the time of “Smokey and the Bandit,” the 1977 Burt Reynolds film whose heroes try to smuggle a truckload of Coors east of the Mississippi River. Coors wasn’t distributed nationally until 1991.

    “Original Coors” was used in the 1990s, then “Coors Original” beginning in 2002. It wasn’t until last year, when the company decided to bring back the Banquet name, use packaging that borrowed from history and launch a new ad campaign featuring Elliott’s gravelly voice to evoke a timeless western spirit, that the brand started taking off, Dolan said.

    “The strength of this brand is really based on the heritage,” Dolan said.

    MillerCoors doesn’t release exact numbers, but Dolan said Coors Banquet has had single-digit percentage sales growth from last year. Sales had dipped in the first half of last year before the ad campaign, which sparked a “sharp upward” trend the rest of the year, Dolan said.

    “This year, we’re trending in the double digits,” showing that regular, full-calorie premium domestic beers aren’t dying, Dolan said.

    “Consumers respond to brands, not segments. If it strikes an emotional chord, that’s going to grow,” Dolan said.