In the best of times, brands help make pop culture. Those instances are few and far between, but that doesn’t mean they can’t be fast followers.
Pepsi is jumping on the recent Internet Harlem Shake fad, which is the latest song/dance style that has become a video meme. The whole trend was inspired by the dance song “Harlem Shake” by Baauer, and much like Psy’s “Gangnam Style” did, this song has spawned a ton of different viral Harlem Shake dance videos all over the Internet. Collectively they’ve generated at least 44 million YouTube views — a certified Web hit. You can see a collection of some of the best ones here.
That didn’t escape the notice of Pepsi, a brand built on its close ties to popular culture. In this day and age, popular culture and Internet culture overlap to the point where they’re pretty much the same thing. The key with Internet culture is speed. Gangnam Style was cool until very suddenly it was not. Pepsi agency Deep Focus moved fast — the Harlem Shake meme started to gain traction in a big way in the past week — and came up with its own twist, “Do The Pepsi Shake.” The video explains what it is.
Is it the coolest thing anyone has seen? No. But it is cool to see brands trying to be a part of fun viral Web trends. As we’ve seen with Oreo during the Super Bowl, acting fast is absolutely critical for brands these days. Deep Focus is betting on this trend with its Moment Studio, designed as a way to help clients move at the speed of digital culture.
Why a CBD brand is experimenting with OOH advertising to counter e-commerce buzzkills
As the digital marketing landscape continues to be murky for niche brands, CBD brand Sunday Scaries looks to OOH as a workaround.
How work-anywhere trend helped Vista attracted senior talent from heavy hitter brands
A remote-first, flexible working operating model has enabled Vista to snag top talent from major brands like Nike, Spotify, Converse and Netflix in the last year.
Quontic Bank’s metaverse outpost demonstrates the importance of brand utility in metaverse activations
Legal concerns notwithstanding, Quontic’s plans for its Decentraland location show that the bank is approaching the metaverse as a functional space for every day use, rather than an escape from reality.
SponsoredHow marketers and retailers are unlocking the true value of retail media
Ben Kneen, senior director of product management, Xandr It’s a challenging time for retailers in the advertising industry. As they cope with supply chain woes and inflation-related pressures, they seek high-margin revenue streams amid evolving privacy regulations and massive shifts in identity solutions — including IDFA, the deprecation of third-party cookies and more. In light […]
‘Cost conscious consumers, restrictive economy’: Advertising’s tough ride in 2022
The big issue for advertisers from an ad spending impact isn't the war in Europe. It’s the supply chain woes emanating from china, the pandemic and the lockdown
In-game advertising experts question Microsoft and Sony’s gaming advertising plans
The importance of free-to-play titles is one reason why some in-game advertising experts are skeptical about the tech giants’ ability to succeed in their chosen business.