What Can Your Brand Learn From Drake’s Hotline Bling?
If you spend any meaningful time on the Internet, you would have witnessed something a little different this week. An inescapable sea of memes dedicated to Drake’s ‘Hotline Bling’ flooded across newsfeeds everywhere, leaving political opinions and pet videos in its wake.
The clip landed Monday and sees Drake channelling his inner Bey ‘Single Ladies’, getting down to Driziness; rocking some incredibly awkward dance moves in front of a clean backdrop with some bold lighting changes.
There is something incredibly comforting about knowing that Drake dances to Drake the exact same way we dance to Drake.
The whole Internet squad quickly showed their appreciation in the best way they know how, with a swarm of videos straight up taking the piss.
For those of you who have yet to see the original yet, how? But here it is to witness in at in all its glory here.
This was the source material that inspired ALL THE content uploads this week. It started with making Drake change his tune, like this ‘Single Ladies’ mash-up made in meme heaven.
— nathan ネイサン (@nategotjokes) October 21, 2015
Or Dreezy getting into the Halloween spirit with the monster mash.
And who knew Drake was such a big fan of Frasier?
Drake dances to the Frasier theme quite nicely. pic.twitter.com/GK0X6iTlsz
— Mark (@tole_cover) October 20, 2015
But things got really creative when people started to take advantage of the blank background, editing their own props in. We saw the pay-off from Drake’s tennis lessons with Serena.
Who wouldn’t want a pizza with your boy Drake dishing out the hot Salami?
A whole host of celebrities were feeling the Drake vibes.
Presidential hopeful Bernie Sanders got down.
Australia’s own Chris Lilley dished out his own Mr. G remix of the bling, and I think we can all agree he had the better dance moves.
Even Russel Coight came out of retirement to give it a crack.
But you know something has jumped the shark and gone full Internet when Mike Tyson gets involved.
It seems like the remixes are endless, with multiple videos getting tens of millions of views.
So what can we learn from ‘Hotline Bling’ besides the fact the Internet loves Drake?
Music video director “Director X” said that directors had to ‘keep virality in mind’ when making a clip. A good lesson for any business, think about the way your campaign will be received digital from the early stages, not as an afterthought.
People love awkward
Anti-social is the new social. When preparing a campaign for digital, don’t feel the need to be aspirational. Obviously your campaign needs to fit your brand, but being slightly awkward and daggy can make your brand feel more accessible and human.
Allowing for and inspiring digital makers to own your campaign is not only an effective method of generating user generated content, it’s also a great way to increase the virality of a campaign. Give people the framework to be creative and challenge them to meet the challenge.
Make it worthwhile
The higher the entry requirements are for a digital campaign the less people are likely to participate. Reward engagement liberally with praise and prizes.
Now if you excuse us, we have some awkward dancing to do.