Viral: do you love me?
For the past month or so, we collectively had Drake’s ‘In my Feelings’ stuck in our heads whether we wanted to or not.
Fast forward to today, an already catchy song spread like wild fire, making people jump out of moving cars to do its associated dance. The UAE police sent out a press release Banning ‘The Kiki’ challenge, arresting three people, fining them AED 2,000 each, penalising them for 23 black points on their licenses and impounding their vehicles for 60 days.
A comedian and social media influencer named Shiggy — @theshiggyshow — who posted the first ever Kiki Challenge dance video on 30th June, encouraged his 1.7 million followers to #DoTheShiggy, a pleasantly choreographed dance routine that had him jump out of the passenger seat of a moving car and jumping back in at the end of the dance. He also hashtagged #KikiChallenge, and within weeks, countless people started doing the Kiki dance.
The video went viral and resulted in celebrities putting their own spin to the dance from Ciara, Odell Beckham Jr, Sterling K. Brown, Will Smith, and of course Drake himself. That’s not counting the countless videos of our friends doing it.
The impact of the viral video resulted in millions of more streams for Drake, who thanked Shiggy for helping the song become an overwhelming success.
Stay tuned to read part two of my article which will deal with the power that can be harnessed through social media.
Lyn Jawharji is Lead Influencer Liaison at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me