Remember playing “telephone” when you were a kid –you know, the game that starts when one person whispers a message (the more complicated the better) to another, and then that person whispers the message to the next person, and so on through a line of people until the last player announces the message to the entire group?
As I’m sure you recall, the telephone game usually ends with something hilarious because errors almost always accumulate in the retellings, and when the message is finally announced by the last player, it’s typically quite different than it was at the start.
Apparently, the Harlem Shake, a dance which is the genesis of the internet’s newest meme, has suffered its own version of the “telephone” treatment.
According to Mashable, the dances spreading like wildfire online bear little resemblance to the real Harlem Shake, which originated in uptown Manhattan in the early ‘80s.
All of which brings up important questions for today’s digital marketers: How can brands maintain authenticity when ads or ideas go viral? What can you do to ensure your campaign doesn’t take on a life of its own as it gets shared, re-shared and then shared, again online?
Here are a few fundamental tips to keep in mind: Continue reading