Pepsi, named by U.S. News as one of America’s Most Connected Companies for its social media strategy, as reported this past May, understands that digital and social media marketing are important tools for building relationships and engaging with their customers. Their digital content remains consistent and references pop culture phenomenons, most recently the YouTube Harlem Shake trend.
Recently short viral videos featuring the 2012 song “Harlem Shake” by electronic musician Baauer have become increasingly popular. Typically the videos begin with one person, who is usually helmeted or masked, dancing to the song alone, surrounded by other people oblivious to the dancing individual. Then the videos usually cut to the entire crowd doing a haphazard dance for the rest of the video. As of February 15, 2013 approximately 40,000 Harlem Shake videos had been uploaded to YouTube, totaling about 175 million views.
In order to capitalize on this current pop culture trend and remain relevant to its audience, our client Pepsi created its own Harlem Shake video. Watch Pepsi cans do their version of the Harlem Shake here:
Pepsi’s effective social media campaigns drive buzz for the Pepsi brand and Pepsi licensed products. Pepsi provides a great example of how brands stay relevant and engage with their consumers.