Harlem Shake and Planking

A new social trend has appears. It is called Harlem Shake. Basically, it starts with one person dancing in a repetitive way for about 15seconds in a crowded or none-crowded place, after which a crowd of people joins original dancer. At this point everyone is dressed in a costume or even dance half-naked.

This is social trend therefore of interest to Marketing. The demographic of the trend is about 20-30 year old, usually studying at university.

The interesting part about this trend is that it is socially incorrect and economically unprofitable. People doing this shake may get bragging right later on but that’s about it.

Still, people are doing it and companies should be aware of this trend, as if your companies demographic that of harlem shake people, you may consider doing a shake in your marketing campaign.

This trend comes out sometimes after another similar trends, one of which is called Planking. Planking required a people to lie on their belly, face down, in an odd place.

planking fail

Planking is an old trend, and this sort of trends tend to pass very fast, when people “saw it all” or think it is now to silly or even if a new trend substitutes the old trend.

As refereed previously, marketers can use this trend and some companies did. For example, South Park made an episode about this sort of trends (season 16, episode 3). Wikipedia has also an article about planking (press here to see the article).

Once again we see that social trends are unpredictable, but marketers should take advantage of these trends when they appear.

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