Why are brands taking part in the Mannequin Challenge?

Lindsay Bennett
By Lindsay Bennett | 2 December 2016
 
Blac Chyna, Rob Kardashian and Kris Kardashian took part in the Mannequin Challenge from the delivery room

First there was the Harlem Shake then the Ice Bucket Challenge and the Running Man Challenge – but now, the internet has caught on the Mannequin Challenge and brands are keen to get involved.

As its name suggests, the Mannequin Challenge entails standing very still. These are videos of groups of people frozen in place, like mannequins, often in elaborate poses, as a camera wanders through the scene and zooms in on the details.

It started in the US but very quickly turned into an internet sensation, with brands like Target, Optus and even Hillary Clinton getting taking part.

Mike Pritchett, founder of video production company Shootsta, tells AdNews brands can benefit from taking part in video crazes if they can do it well and it aligns with their community.

“The caveat to video content is making sure what you shoot is on brand. Even if you are a large company looking to maintain a certain image, you can create video and keep it in line with your values,” Pritchett says.

“These types of videos allow companies to show their personality and become part of a community. Even lawyers would benefit from showing their lighter side.”

Mannequin Challenge 2016 from Shootsta on Vimeo.

Pritchett tries to avoid the word viral when describing these video sensations, preferring to call it “shareable content”.

“I hate the term viral. People think viral needs to be something of Justin Bieber that everyone shares around the world. But a video with 400 views can have more value than a video with four million,” he says.

“You can run down the middle of a theatre naked and you’ll get attention but that doesn’t mean people like you.”

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